Kingsmill introduces wraps in convenience stores

Kingsmill has introduced its Wraps (50/50 and Soft White) to the Impulse market, by making them available to convenience store retailers. The Allied Bakeries-owned brand said it was encouraged by the success of its White Bagels four packs, which have grown to take 20% unit share of the bagels market in impulse since launching in 2012. Kingsmill noted that breads of the world now account for a 12.5% unit share of the plant bakery market (Nielsen Scantrack, w/e 17 Aug 2013). It said they have become an essential part of the convenience offering, with many shoppers topping up on these alternatives alongside their usual loaf. Allied Bakeries added: “We continue to invest in our brands, bakeries and people, and the success of our products is testament to this on-going programme. Using consumer insight, Kingsmill has launched a suite of NPD, which can help retailers to drive total category sales – with products such as Kingsmill Wraps”. NamNews - Thursday 19th September 2013