KINGSMILL has launched a new loaf to solve what it sees as a common consumer dilemma.
Kingsmill Great White is a soft white loaf with as much fibre as wholemeal. It has been developed for consumers who love white bread but are torn between wanting to enjoy it and feeling that it is not healthy and they should be cutting back.
Kingsmill reckons that many of those consumers have simply stopped eating bread.
Lydia Freeman, senior brand manager, said: “Our research shows that Britain loves white bread – especially for family favourites like beans on toast and bacon sandwiches – but they are hearing that it’s not what they should be eating. This insight has enabled us to launch Kingsmill Great White, which gives our consumers a reason to love white bread again.”
Martin Garlick, category director at Kingsmill owner Allied Bakeries, added: “There has been a steady decline in the number of people eating white bread over the years. It is clear to us that if we don’t take action to reverse this trend, it will continue over the next few years.”
Great White was unveiled last month with a £6.7m marketing push including a TV campaign featuring John Thomson from Cold Feet.