Allied Bakeries Takes Aim At Breakfast With Kingsmill Toasties

Allied Bakeries has launched the new ‘Kingsmill Toasties’ range, a new bakery option that aims to reawaken bakery sales for the breakfast occasion. Kingsmill_Toasties_Berry

The company said Kingsmill Toasties will bring something truly new to the market, with consumers being encouraged to ‘Toast it, tear it, love it’.  Lightly toasted to give a crisp and golden outside, it can easily torn into two triangles revealing a soft and pillowy middle packed with delicious pieces of fruit.

The range is available in three combinations – Mixed Berry, Cinnamon & Raisin, and Honey, Oat & Red Berry – in packs of four (RRP £1.19).

Kingsmill Toasties will be available nationwide from early October in Tesco, Asda and Co-Op and offer a first look at a new vibrant design from Kingsmill that will be rolling out across the full range during winter 2016.

Breakfast is the single biggest meal occasion for the UK population, and bakery products, consumed by 99.1% of the British population, remain a staple breakfast item but other categories have been quicker to evolve and innovate more modern solutions for today’s consumers. Kingsmill Toasties can fill this gap in the market, an opportunity estimated by Kingsmill to be worth £5m in year one, which will add £3.8m incremental value to the category. 

Zoe Taphouse, Allied Bakeries Category Director, notes: “The bakery category has been neglected for too long. Despite bakery appearing in more shopping baskets than any other category, the category seems uninteresting to many. This is felt most at breakfast, with consumers swapping bakery for alternatives such as cereal and breakfast biscuits. We need to reignite people’s passion for bakery and bring them back to the category by reminding them how it can be both exciting and delicious.”