British bakery brand Kingsmill has announced the launch of a new loaf that is designed for toasting.
Kingsmill said that its Super Toasty loaf is the first of its kind developed specifically to deliver the ‘best ever toast’. It is made using a unique blend of flours that results in a light and crispy texture on the outside and soft centre, as well as a thick cut.
The loaf is accompanied by a full rebrand, with new packaging designed to evoke ‘the joy of simple pleasures’ and give Kingsmill increased standout on shelf. The new design, which will be rolled out across the full Kingsmill brand, features a colour palate of golden yellows and handwritten typefaces. There is also a new K-shaped window that has been incorporated into the packaging to give consumers a glimpse of the bread before they buy.
It will be available nationwide at multiple grocers and convenience retailers from 4 January, with a recommended retail price of £1.25 per unit. Its introduction follows the launch in October of Kingsmill Toasties – an innovative breakfast toasting product that is easily toasted and torn in half to reveal pieces of fruit inside.
Zoe Taphouse, category director for brand owner Allied Bakeries, said: “We are delighted to be launching such an extensive rebrand for Kingsmill which will place bakery front-of-mind for both retailers and consumers, reminding them of the excitement and variety in the category. Bakery represents a huge opportunity for us, the retailer, and the consumer and we want to be a driver of its evolution to help deliver future growth.
“Kingsmill Super Toasty will play a big role in reminding people that toasting is the ultimate simple pleasure and is at the heart of the breakfast occasion.”
Kingsmill has also improved some core product recipes, including its crumpets, soft white, and farmhouse white and seeded batch loaves.
The new design work and packaging has been created by design agency BrandOpus and forms part of a £10 million marketing investment from the brand in 2017.
Allied Bakeries marketing director Janene Warsap said: “As the fastest growing bread brand in the UK with significant market year-on-year growth, we wanted Kingsmill to truly reflect what our consumers love the most. We have improved our core product recipes, have introduced exciting new innovations with Kingsmill Super Toasty and Kingsmill Toasties and have a great new design that conjures the feelings of warmth and joy associated with bread and bakery.
“Kingsmill Super Toasty is the perfect solution for the toasting experience, giving people the optimum combination of crispiness and softness required for a delicious slice of toast.”
© FoodBev Media Ltd 2021
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