Kingsmill Gold revamp targets growing market

Related tags Marketing

Substantial investment, and consumer interest, in the UK
super-premium bread market has prompted Allied Bakeries to relaunch
its Kingsmill Gold brand for the second time in three years.

Allied Bakeries​ has relaunched its Kingsmill Gold brand with a £1.5 million (€2.1m) campaign in a bid to increase its share of the fast-growing super-premium bread market in the UK.

The relaunch of both the bread and rolls under the Kingsmill Gold brand will be accompanied by a major new TV advertising campaign, an on-pack promotion offering consumers the opportunity to win one of 10 cooking holidays in Italy, and new pack designs across the entire Gold range.

Dawn McGiveron, director of commercial development at Allied Bakeries, said that the company had tracked significant changing trends in the bakery market since the earlier relaunch of Kingsmill Gold in 2001.

"The super-premium sector has increased 9.5 per cent in volume over the past year and 17.6 per cent in value to £110 million [according to AC Nielsen figures]. It is by far the biggest growth area within the bread sector as consumers trade up from the cheapest on-display products and own-label products. They are looking for tastier, quality products with the convenience of good shelf life, and this is being driven by industry investment."

She claimed that the 2001 relaunch of Kingsmill Gold was what kick-started the market growth. "Other manufacturers also got behind their brands, fuelling a consumer trend for repertoire purchasing where they were buying bread throughout the week for different occasions. That might include a mix of cheaper everyday breads, a 'toastie' product and some super-premium loaves."

The relaunch of the brand also includes some changes to the product itself. Kingsmill Gold Crusty White and Wholemeal 800g packs are said to have a crustier bake and now come in paper bags to build on the quality positioning for the brands.

The Gold name has also been given greater prominence, McGiveron said. "Consumers, on average, spend just seconds shopping the bread fixture and it's vital that they can quickly identify the brands and products they want."

She continued: "The support for the super-premium sector is resulting in a win-win situation for retailers, consumers and manufacturers. For retailers it means higher margins and more profitability. Consumers are getting better tasting, quality products with added value. In turn, the increased revenue means that manufacturers can invest more in product development and support."

"Consumers are telling us they want premium products and our investment behind the super-premium sector is clearly paying off."

According to AC Nielsen statistics, Kingsmill Gold is currently worth £30 million, and brand sales have grown by almost £7 million over the last year.

Related topics Retail & Shopper Insights

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