Allied Bakeries is bidding to tear a strip off a category in which one key rival has already failed.

The baking giant is putting its Kingsmill brand into the sharing market with a new brand called Tear Away.

The £1.49 offering hits shelves this month in two flavours. Cheddarific is white bread with mature Cheddar and Red Leicester baked both on the inside and outside, while Pizzalicious is white bread with tomato pieces, herbs and onions baked on the inside and topped with the same two cheeses.

However, a similar venture by Warburtons two years ago ended in failure after its part-baked Bake & Share product failed to attract consumers.

Dawn McGiveron, director of commercial development at Allied, insisted there was a place for its offering. “Tear Away loaves are aimed specifically at families and mealtimes,” she said.

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