Allied Bakeries is relaunching its premium Kingsmill Gold range with new packaging and varieties supported by a £3m push including TV ads.

The relaunch, aimed at the growing top end of the market, includes two seed-based breads under the Kingsmill Gold Seeds & Oats brand.

Soft & Crunchy and Wholesome & Nutty will be available from next week in 800g packs priced £1.55, followed by a four-pack of rolls in April (rsp: £1.22 ).


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