Kingsmill has launched Kingsmill Super Toasty with a full rebrand and new packaging designed to champion the joy of simple pleasures and giving Kingsmill greater stand-out on-shelf. It will be supported as part of a £10m marketing investment in 2017 as Kingsmill aims to bring enjoyment and emotion to wrapped bakery.

Kingsmill says Super Toasty is the first loaf developed specifically to deliver the ‘Best Ever Toast’ experience using a special blend of flours. Kingsmill Super Toasty is designed to reignite consumer’s passion for toast at breakfast, the UK’s biggest meal occasion, and will be available nationwide at multiple grocers and convenience retailers from January 4, 2017, with a MRRP of £1.25. 

Janene Warsap, Allied Bakeries marketing director, said: “As the fastest-growing bread brand in the UK with significant market year-on-year growth, we wanted Kingsmill to truly reflect what our consumers love the most. We have improved our core product recipes, have introduced exciting innovations with Kingsmill Super Toasty and Kingsmill Toasties and have a great new design that conjures the feelings of warmth and joy associated with bread and bakery.

“Kingsmill Super Toasty is the perfect solution for the toasting experience, giving people the optimum combination of crispiness and softness required for a delicious slice of toast.”

Zoe Taphouse, Allied Bakeries category director believes the rebrand and launch of Kingsmill Super Toasty presents a huge opportunity for the wrapped bakery category.

“We are delighted to be launching such an extensive rebrand for Kingsmill which will place bakery front of mind for both retailers and consumers, reminding them of the excitement and variety in the category. Bakery represents a huge opportunity for us, the retailer, and the consumer and we want to be a driver of its evolution to help deliver future growth."