kingsmill toasties

Allied Bakeries hopes to revive the beleaguered bread category with the addition of Toasties to its struggling Kingsmill portfolio.

Intended to bring ‘more variety and excitement’ to breakfast, the NPD is a square of fruit-filled bread featuring a diagonal perforation that allows it to be torn into two triangles (rsp: £1.19/pack of four). It is available in three variants - Mixed Berry, Cinnamon & Raisin and Honey, and Oat & Red Berry - and promises a crisp outside and a ‘soft and pillowy’ centre when toasted.

Kingsmill - down £58.4m in value sales [Nielsen 52 w/e 2 January 2016] - believes Toasties will add £3.8m incremental value to the bread category over the next 12 months, and the brand expects 60% of consumers to add the new product to their shopping basket.

“The bakery category has been neglected for too long,” said Zoe Taphouse, Allied Bakeries category director, blaming a lack of exciting innovation. “This is felt most at breakfast, with consumers swapping bakery for alternatives such as cereal and breakfast biscuits. We need to reignite people’s passion and bring them back to the category.”