Kingsmill’s new Sandwich Thins are square, pre-sliced thin rolls available in white and 50/50 varieties.
“Our in-depth research shows that consumers want variety and healthier alternatives when it comes to bakery,” said head of innovation Janene Warsap. “Kingsmill Sandwich Thins, which have 99 calories each, are an easy way to make delicious sandwiches or snacks such as mini-pizzas or dip accompaniments that all the family can enjoy.
“Not only are we investing in our bakery infrastructure to build capacity and distribution, we are also committing £5m over two years to a significant and sustained marketing campaign, including TV and shopper marketing, which demonstrates our belief in sandwich alternatives as the growth engine for bakery.”
“As a nation, we eat 5.1 billion sandwiches a year – seven times more than our next favourite food, pizza,” said Chris Longbottom from Kantar Worldpanel. “However, people are seeking lighter alternatives and more variety from all their meals and snacks, which is evidenced by the staggering growth experienced in sandwich alternatives. In fact, we’ve seen nearly £30m of value growth in sandwich alternatives come from incremental sales alone – a level of growth that’s far outpacing the growth rate of plant bakery overall.”
RRP in the UK is £1.29 for a pack of six.
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