Kingsmill has started a promotion for its packs of white and wholemeal rolls, called Roll on Summer, designed to capitalise

on this summer’s World Cup. Consumers can collect tokens to be exchanged for supporter packs containing face paints, flags, thunder-sticks, banners, whistles and megaphones. The promotion will feature on 11m packs and runs until the end of June. In conjunction with new distribution and other promotions it is expected to up sales by 75%.

Particularly useful for England supporters given their track record is a penalty blindfold.