Britain’s three biggest bakers - Allied, Warburtons and British Bakeries - have all announced new initiatives in a multi-million pound round of backing to drive sales.
Allied Bakeries has signed up TV personality Gaby Logan to be its latest brand ambassador behind Kingsmill and earmarked £15m to back a new ‘Kit for Clubs’ initiative.
Warburtons is launching a £400,000 ‘Happy Family’ promotion themed around the traditional family card game, while number one selling brand Hovis is to get a new addition to its portfolio - Big and Bouncy - which will be backed by a £1.5m advertising spend.

For more, see The Grocer magazine - out Saturday.