for Northern Ireland have put Allied Bakeries Ireland (ABI) as Belfast’s top-selling bakery, showing that the company controls the top two bread brands in the province.

ABI claimed to have held the top spot in Northern Ireland’s bread industry with its flagship brand Kingsmill for eight years and the figures reveal that another of its bread brands, Sunblest, is now at number two, having grown from an 8% unit share of Northern Ireland’s bread market to a 12.3% share since January this year. ABI marketing executive Andrew Hollywood said: "During 2007, we invested heavily in Sunblest and customers saw the first advertising campaign for the brand in over 20 years, when we aired the ’How Very Veda!’ campaign late last year. In 2008 customers will see a lot of improvements to our current Sunblest range."

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