AllIED Bakeries is relaunching its entire Kingsmill range with a new look, logo and range of sub-brands.
Variants now available to retailers are Great Everyday, Head Start, 50/50, Crusts Away, Good as Gold and Toastie.
Kingsmill bosses say a new recipe using lighter flour has created a softer loaf.
The traditional Kingsmill crown logo has been given a facelift and the new packaging will feature guideline daily amounts per slice.
The brand relaunch has been one year in the making and will be supported by a £10m advertising investment including TV bursts, the first of which hits screens this week.
The new-look Kingsmill range covers both loaves and rolls, with loaves now larger despite still weighing 800g.
Following the relaunch, there will be an increase in rrps
Kingsmill is confident the relaunch will make the bread aisle easier to shop and add value to the category.
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