Gold relaunch

"The new Kingsmill Gold premium range is designed to take advantage of this growth area," said Jon Wilson, Allied Bakeries marketing director.

The launch will be supported by a £3m campaign including a national, five-week TV advertising burst later this month. As well as revitalising the existing range, two new varieties of seeded 800g loaves are being launched under the Kingsmill Gold Seeds & Oats brand.

"The premium sector is worth £330m and is growing at a rate of 7.3% year-on-year," added Wilson.

The new range will be in-store this week.

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