Kingsmill invests to drive growth in bakery

Allied Bakeries’ Kingsmill brand is to launch a new product as part of its bakery portfolio – Kingsmill Sandwich Thins.   The launch is supported by a significant £8.4m infrastructure investment at its Glasgow bakery.

Kingsmill Sandwich Thins are square, pre-sliced thin rolls, available in both white and 50/50 varieties.  Janene Warsap, head of innovation explained: “Our research shows that consumers want both variety and healthier alternatives when it comes to bakery.  Kingsmill Sandwich Thins, which have 99 calories each, are an easy way to make sandwiches or snacks, such as mini-pizzas or dip accompaniments, that all the family can enjoy.

 “Not only are we investing in our bakery infrastructure to build capacity and distribution, but we are also committing £5m over two years to a significant and sustained marketing campaign, including TV and shopper marketing, which demonstrates our belief in ‘sandwich alternatives’ as the growth engine for bakery.”

Allied Bakeries’ decision to launch the new product comes after extensive consumer research. Chris Longbottom from Kantar Worldpanel commented: “As a nation we eat 5.1 billion sandwiches a year – seven times more than our next favourite food, pizza.  However, people are seeking out lighter alternatives and more variety from all their meals and snacks, which is evidenced by the staggering growth experienced in ‘sandwich alternatives’.  In fact, we’ve seen nearly £30m of value growth in this sector come from incremental sales alone – a level of growth that is far outpacing the growth rate of plant bakery overall.”

Kingsmill’s Sandwich Thins will RRP have an £1.29 for a pack of six and will be available in the wholesale channel from early October. A variety of in-depot materials, including metal dump bins, recipe cards and leaflets will be available.

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