Kingsmill Soft White has had a makeover in a bid to make it appeal to older, more affluent shoppers. The brand’s image
has been updated with new premium packaging.
Commercial development leader Lawrence Trist said: “Changes which aid the shopping experience are always welcomed by consumers. We expect to see an uplift in Soft White sales as new people trial the brand.”
Soft White will get £7.5m in marketing support this year, including TV and radio ads, from manufacturer Allied Bakeries.