Kingsmill Great White is a soft white loaf with as much fibre as wholemeal. It has been developed for those consumers who love white bread but feel they should eat wholemeal instead for its health benefits. Kingsmill Great White is being positioned as a ’fibre provider’ as eating two slices of it a day instead of normal white bread could increase fibre intake by 3g.

Allied Bakeries will use its new loaf to raise awareness of the fibre deficit in the majority of UK diets, encouraging consumers to try Great White as a convenient way of boosting their fibre intake.

The launch is supported by a £6.7m marketing spend. This includes dedicated TV advertising. 01628 764300