WITH white wrapped bread in marked decline, bakery giant and Kingsmill brand owner Allied Bakeries reckons it’s time to address the situation.
In March it launched Kingsmill Great White – a soft white loaf with as much fibre as wholemeal, backed by £6.7m worth of marketing expenditure.
The firm plans to use the launch to raise awareness of fibre deficit in UK diets and encourage consumers to try Kingsmill Great White as a convenient way of boosting their fibre intake.
Martin Garlick, category director, Allied Bakeries, said: “Over time there has been a steady decline in the number of people eating white bread. It is clear to us that if we don’t take action to reverse this trend, it will continue over the next few years.
“Our consumer research shows that a fifth of bread consumers feel Kingsmill Great White gives them a reason to fall in love with white bread again.”