Kingsmill has announced the arrival of Kingsmill Fruit and Fibre, an innovative range of breakfast products designed to drive growth in the breakfast category for retailers and consumers alike.
The brand is investing £2.5m in marketing activity to drive awareness of the range and affirm its position in the breakfast market.
The wholesome and fruity new breakfast bakery range consists of three products, Kingsmill Fruit and Fibre sliced bread, Kingsmill Fruit and Fibre Muffins and a first for Kingsmill – Fruit and Fibre Bagels. With delicious berries and pieces of real fruit the tasty new bakery range is made from a blend of wholemeal and white flour, providing up to 50% of a consumers’ daily whole grain – making each product a great source of whole grain fibre.
With an innovative fruity twist and a light fluffy dough – the new range is unlike other sticky or dense fruited bakery products currently in the market. Head of Innovation at Allied Bakeries, Janene Warsap said: “The new range was developed with over 1,000 consumers – who shared their feedback at all stages of development from concept to final product.
The launch of the Fruit and Fibre range marks the latest investment by Allied Bakeries in Kingsmill having launched a new masterbrand across the portfolio in early 2012. An additional £4.6m will be invested in the brand this financial year. £2.5m of this investment has been set aside for marketing support to follow the launch of the new Fruit and Fibre range in November.
The first product in the range; Fruit & Fibre bread is scheduled to hit the shelves on 15 August, followed by the full range in September.