Allied Bakeries is extending its Kingsmill banner into bakery snacks with the launch of a three-strong range in solid acetate packs.

Magnificent Muffins, Perfect Pancakes and Scrumptious Crumpets are set to roll on to fixtures early next month and will get a £1m slice of the brand’s £8m marketing budget next year.

The newcomers are aimed at adding value to the category, according to the company.

“Until now, bakery snacks have, on the whole, been own label or everyday or economy ranges,” said director of commercial development Dawn McGiveron.

“But they don’t have to be a cheap commodity. A premium price can be charged if the product
and packaging add tangible benefits to the consumer. We want retailers to benefit from consumers trading up by providing superior products.”