Kingsmill has announced its new Super Toasty loaf and a full rebrand.

Kingsmill Super Toasty is the first loaf developed specifically to deliver the ‘Best Ever Toast’ experience using a special blend of flours to make it light and crispy on the outside and soft and pillowy on the inside.

The launch aims to reignite consumer’s passion for toast at breakfast, the UK’s biggest meal occasion, and will be available nationwide at multiple grocers and convenience retailers from 4 January 2017 (rrp £1.25). Kingsmill Super Toasty follows the successful launch of Kingsmill Toasties in October, an innovative breakfast toasting product which is easily toasted and torn in two to reveal delicious pieces of fruit inside.

Both products feature Kingsmill’s new packaging, which will be rolled out across the brand. The new golden yellow tones aims to conjure ideas of warmth. A ‘K’ shape window has been added to the packaging to reveal the bread within.

The new products and packaging will be supported by a £10m marketing investment in 2017.

Kingsmill has also improved some core product recipes: look out for even softer Soft White, new fluffier crumpets and the best ever Farmhouse white and Seeded batch loaves in store from January.

Janene Warsap, Allied Bakeries marketing director said: “As the fastest growing bread brand in the UK with significant market year-on-year growth (Nielsen Total Coverage Unit % change MAT 08.10.16), we wanted Kingsmill to truly reflect what our consumers love the most. We have improved our core product recipes, have introduced exciting new innovations with Kingsmill Super Toasty and Kingsmill Toasties and have a great new design that conjures the feelings of warmth and joy associated with bread and bakery.”

As the most consumed food item in the UK (Kantar Worldpanel Usag), bakery is at the heart of a retailer’s performance and is crucial for footfall and growth.