KINGSMILL LAUNCHES NEW FRUIT AND FIBRE RANGE
Kingsmill has announced the arrival of Kingsmill Fruit and Fibre, a range of breakfast products designed to drive growth in the breakfast category.
The brand is investing £2.5m in marketing activity to drive awareness of the range and affirm its position in the breakfast market.
The fruity new breakfast bakery range consists of three products, Kingsmill Fruit and Fibre sliced bread, Kingsmill Fruit and Fibre Muffins and a first for Kingsmill – Fruit and Fibre Bagels.
With berries and pieces of real fruit, the new bakery range is made from a blend of wholemeal and white flour, providing up to 50% of a consumers’ daily whole grain – making each product a source of whole grain fibre.
Head of Innovation at Allied Bakeries, Janene Warsap said:
“The new range was developed with over 1,000 consumers – who shared their feedback at all stages of development from concept to final product.”
The launch of the Fruit and Fibre range marks the latest investment by Allied Bakeries in Kingsmill having launched a new masterbrand across the portfolio in early 2012.
An additional £4.6m will be invested in the brand this financial year.
£2.5m of this investment has been set aside for marketing support to follow the launch of the new Fruit and Fibre range in November.
The first product in the range; Fruit & Fibre bread is scheduled to hit the shelves on 15 August, followed by the full range in September.
