Kingsmill is to launch a new breakfast range in the convenience channel. The Kingsmill Fruit and Fibre range includes sliced bread (rrp: £1.39), muffins (rrp: £1.09) and bagels (rrp: £1.29) and will be available from September.

All of the products in the Kingsmill Fruit and Fibre range include berries and fruit as well as a blend of wholemeal and white flour.

Guy Shepherd, category director at Allied Bakeries said the range was designed to capitalise on the growing breakfast market. “The breakfast occasion is growing, with British consumers eating 16.6bn breakfasts in 2011, equating to £7.3bn,” he said. “This thriving market presents a huge opportunity, which has been estimated at a potential £18m over the next three years. That’s why we’ve invested in this new range – to broaden our portfolio and affirm our position in the breakfast market.”

The new range will be supported by a £2.5m marketing campaign in November.

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