Allied
Bakeries has launched an innovative new product under its Kingsmill brand,
called ‘Great White’, which is described as a ‘delicious soft white loaf with as
much fibre as wholemeal . It said the product will help drive category growth
for retailers by revolutionising the category and will give consumers “a reason
to love white bread again.” 
The group said the new product is aimed at consumers who love white bread but who want to eat healthier, and who have therefore simply stopped eating bread. Kingsmill says eating two slices of Great White a day instead of normal white bread could increase fibre intakes by 3.0g (or around 12% of the Dietary Reference Value).
The launch will be supported by a £6.7m marketing investment in the first year, which includes dedicated TV advertising, a shopper marketing campaign, sampling via a national media partnership, and PR activity. Allied Bakeries is also giving away the opportunity for one lucky independent retailer to win a white van filled with the new product.
Kingsmill Great White is scheduled to hit UK shelves in mid-March and will be available to convenience stores from 27 March 2014.
The group said the new product is aimed at consumers who love white bread but who want to eat healthier, and who have therefore simply stopped eating bread. Kingsmill says eating two slices of Great White a day instead of normal white bread could increase fibre intakes by 3.0g (or around 12% of the Dietary Reference Value).
The launch will be supported by a £6.7m marketing investment in the first year, which includes dedicated TV advertising, a shopper marketing campaign, sampling via a national media partnership, and PR activity. Allied Bakeries is also giving away the opportunity for one lucky independent retailer to win a white van filled with the new product.
Kingsmill Great White is scheduled to hit UK shelves in mid-March and will be available to convenience stores from 27 March 2014.
NamNews - Friday 7th March 2014
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