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
of 6-8p.
Kingsmill is confident the relaunch will make the bread aisle easier to shop and add value to the category.
TEL 0800 3160092