Kingsmill’s research shows that a large number of consumers are torn between their love of white bread and their desire to eat as healthily as possible. Acting on this insight, the brand has developed Kingsmill Great White, a soft white loaf with as much fibre as wholemeal.
BrandOpus united with Kingsmill, helping the proposition to take form. The result is a new product that makes eating white bread ‘permissible’ again.
The launch will be supported by a £6.7m marketing investment.
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