Allied Bakeries has unveiled a fresh new design for Kingsmill, updating its logo and packaging across the entire portfolio.

The Kingsmill logo has become warmer with the addition of a glimmer of sunshine, and a kite swirl and a vibrant new blue colour have been added to the packaging.

The fresh new look is rolling out to stores now, and designed to give the range a better stand out on shelf, increase appeal amongst families and bring to life Kingsmill’s warm and wholesome qualities.

In addition, the Bakery Favourites range has been transformed into the new Kingsmill blue, from their current orange colour, to help shoppers find Allied Bakeries brands on the shelves more easily.

Allied Bakeries has also changed the name of two of its major products; Oatilicious is now Oaty White, and Crusts Away will be known as No Crusts.

Darren Grivvell, director of brands at Kingsmill, said: “The changes we’ve made have helped the brand appear a little more playful and lighthearted whilst still being impactful and easy to shop. Our research has been very encouraging with consumers who identify the freshness and modernity of the design, whilst still appreciating they can see all our bread.”