Allied Bakeries, the UK bread arm of Associated British Foods, has extended its Kingsmill portfolio in the UK with the launch of a breakfast products range.

Kingsmill Fruit and Fibre comprises three products: Kingsmill Fruit and Fibre sliced bread, Kingsmill Fruit and Fibre Muffins, and a first for Kingsmill - Fruit and Fibre Bagels.

Allied Bakeries is investing GBP2.5m in marketing activity to support the launch.

"The breakfast occasion is growing, with British consumers eating 16.6bn breakfasts in 2011, equating to GBP7.3bn," said Allied Bakeries category director Guy Shepherd.

"This thriving market presents a huge opportunity, which has been estimated at a potential GBP18m over the next three years. That's why we've invested in this new range - to broaden our portfolio and affirm our position in the breakfast market."

Show the press release

Kingsmill to drive growth in breakfast with Fruit and Fibre launch

-Further investment from Kingsmill sees the brand affirm its position in the breakfast market -

Monday 20 August 2012: Kingsmill today announces the arrival of Kingsmill Fruit and Fibre, an innovative range of breakfast products designed to drive growth in the breakfast category for retailers and consumers alike. The brand is investing £2.5 million in marketing activity to drive awareness of the range and affirm its position in the breakfast market.

The wholesome and fruity new breakfast bakery range consists of three products, Kingsmill Fruit and Fibre sliced bread, Kingsmill Fruit and Fibre Muffins and a first for Kingsmill - Fruit and Fibre Bagels. With delicious berries and pieces of real fruit the tasty new bakery range is made from a blend of wholemeal and white flour, providing up to 50%* of a consumers' daily whole grain - making each product a great source of whole grain fibre. With an innovative fruity twist and a light fluffy dough - the new range is unlike other sticky or dense fruited bakery products currently in the market.

Head of Innovation at Allied Bakeries, Janene Warsap said: "The new range was developed with over 1,000 consumers - who shared their feedback at all stages of development from concept to final product.

"Through this process, we identified that the requirements of consumers at breakfast are changing and so to provide a product that satisfies their needs, we had to develop a range that is convenient, versatile, healthy and most of all, tasty - no mean feat."

Guy Shepherd, Category Director at Allied Bakeries adds: "The breakfast occasion is growing, with British consumers eating 16.6bn breakfasts in 2011, equating to £7.3bn. This thriving market presents a huge opportunity, which has been estimated at a potential £18m over the next three years. That's why we've invested in this new range - to broaden our portfolio and affirm our position in the breakfast market.

"Fruit and Fibre is an innovative range of products, which not only meets the changing needs of consumers but the investment means we're now strengthening our position as the fastest growing and only growing major branded bakery manufacturer[1]. We're now able to offer a wider range of products for retailers to attract new customers and facilitate growth across the entire bakery fixture." The launch of the Fruit and Fibre range marks the latest investment by Allied Bakeries in Kingsmill having launched a new masterbrand across the portfolio in early 2012. An additional £4.6 million will be invested in the brand this financial year[2]. £2.5million of this investment has been set aside for marketing support to follow the launch of the new Fruit and Fibre range in November.

The first product in the range; Fruit & Fibre bread is scheduled to hit the shelves on 15th August, followed by the full range in September.