Kingsmill has launched a new breakfast bakery option, Kingsmill Toasties.

Consumers are encouraged to ‘Toast it, tear it, love it’. Lightly toasted to give a crisp and golden outside, then easily torn into two triangles revealing a soft and pillowy middle packed with pieces of fruit.

The three flavours available in packs of four are: Mixed Berry, Cinnamon & Raisin and Honey, Oat & Red Berry, with an RRP of £1.19.

Zoe Taphouse, Allied Bakeries category director, said: "The bakery category has been neglected for too long. Despite bakery appearing in more shopping baskets than any other category, the category seems uninteresting to many. This is felt most at breakfast, with consumers swapping bakery for alternatives such as cereal and breakfast biscuits. We need to reignite people’s passion for bakery and bring them back to the category by reminding them how it can be both exciting and delicious.

“We believe the time is now for retailers to seize the opportunity bakery presents. Our investment in Kingsmill Toasties and exciting future plans echo the scale of our commitment to the category.”

Janene Warsap, Allied Bakeries marketing director added: “Toasties are the perfect combination of taste, convenience and pleasure, offering Mums a simple but delicious option for the family breakfast. They demand nothing more than a toaster but provide a warm, totally new and comforting breakfast option.

“Consumers want variety in what they eat and Kingsmill Toasties are set to disrupt the market by responding to demands for a tasty breakfast option that can be prepared in minutes.”

01628 764300