Kingsmill Toasties have been launched in an aim to reawaken bakery sales.

Consumers are encouraged to ‘Toast it, tear it, love it’ with the new range of products which are designed to be lightly toasted to give a crisp and golden outside. The squares can easily be torn into two triangles revealing a soft and pillowy middle packed with pieces of fruit.

The three flavours available are: Mixed Berry, Cinnamon & Raisin and Honey, Oat & Red Berry (rrp £1.19). Available in packs of four, they are an easy and convenient solution to the morning breakfast rush.

Breakfast is the single biggest meal occasion for the UK population and presents a huge market opportunity for bakery. Bakery products, consumed by 99.1% of the British population, remain a staple breakfast item but other categories have been quicker to evolve and innovate more modern solutions for today’s consumers. Kingsmill Toasties can fill this gap in the market, an opportunity estimated by Kingsmill to be worth £5m in year one which will add £3.8m incremental value to the category.

Zoe Taphouse, Allied Bakeries category director, believes reinventing bakery for the breakfast occasion represents an enormous opportunity.

“The bakery category has been neglected for too long. Despite bakery appearing in more shopping baskets than any other category, the category seems uninteresting to many. This is felt most at breakfast, with consumers swapping bakery for alternatives such as cereal and breakfast biscuits. We need to reignite people’s passion for bakery and bring them back to the category by reminding them how it can be both exciting and delicious.”

Consumer research has indicated that 60% of consumers will add Kingsmill Toasties to their shopping basket, according to the brand.

Launched to coincide with the onset of the colder months, Kingsmill Toasties is available nationwide from early October.