Allied Bakeries is giving its Kingsmill Soft White brand a new look, as well as launching a range of bagel products under the Kingsmill brand.
The relaunch aims to boost sales by highlighting the brand’s authentic farmhouse style and increasing visual differentiation from other products in the range.
Soft White will benefit from a £7.5m marketing campaign running throughout 2005 across the Kingsmill range.
The range of bagels has been launched to capitalise on the growing demand for premium bakery snacks, targeting more affluent consumers.
The new Kingsmill Beautiful Bagels, which have a rrp of £1.15, will also benefit from the £7.5m campaign, as well as new pos and an introductory trial price.