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Monday, 06 October 2008 |
 Kingsmill is set to re-launch its Kingsmill Wholemeal loaf this Autumn as Kingsmill Tasty Wholemeal. In addition to the name change the loaf's packaging will be refreshed to promote a healthier, tastier image. The Kingsmill Tasty Wholemeal re-launch will be supported by a heavyweight bespoke press campaign throughout October and November.
The redesign of the packaging for new Kingsmill Tasty Wholemeal delivers against shoppers' concerns about healthy eating, whilst playing on their desire for great tasting products. Consumers are seeking out more premium ‘farmhouse' and ‘seeded' breads to satisfy their superior taste expectation and this loaf provides a premium feel whilst remaining accessible to everyone.
Fresh, simple and using natural colours, the entirely new and modern pack design gives the brand clear shelf stand-out and resonates with shoppers. The new transparent ‘window' captures shopper's attention and allows them to see the bread, which delivers an instant taste appeal, whilst dominating taste cues provide motivation to purchase.
The newly added wholegrain icon and simple communication of health messages - good source of fibre and no artificial preservatives - in combination with Guideline Daily Amounts (GDA's) are clearly featured on every pack and provide shoppers with reassurance around the health offering.
Previous packs featured a warm and bright ‘Golden Corner', reminiscent of golden fields of wheat. The new Kingsmill Tasty Wholemeal loaf has now become a rustic brown corner giving a more naturally tempting, homemade, ‘Farmhouse' feel.
Commenting on the refreshed loaf, Ky Le Vuong, Kingsmill Brand Manager, said; "The wholemeal sector is now worth £322m million and is growing at a rate of 12.9% year on year. The new Kingsmill Tasty Wholemeal loaf is designed to appeal to consumers who demand a healthy option that doesn't sacrifice taste. We're excited to see the advertising campaign launch in October with the focus being on print media."
The new Kingsmill Tasty Wholemeal loaf is on the shelves now with national distribution at the RRP of £1.22.
Source: Kingmill
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