Kingsmill has been relaunched with a new ’masterbrand’ look and feel. New packaging is said to give "a strong, consistent look" across the entire brand portfolio of over 40 SKUs. The design includes clearer product names, a modernised logo and fresher colours, as well as a ’reveal’ which allows shoppers to see the product inside.

The activity is backed by £4.6m marketing investment which uses a new strapline ’Kingsmill. Fresh Thinking". There will be a strong focus on digital media including a new website, Facebook profile and a Twitter account that links to the Kingsmill customer care team.

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