Allied revamps Kingsmill Wholemeal

The loaf’s packaging will also get a new look to “promote a healthier, tastier image”, says AB, which is investing in a supporting press campaign to run throughout October and November.

The new-look packaging includes a transparent window, wholegrain imagery and highlights the bread’s high fibre content and lack of artificial preservatives.

Kingsmill brand manager Ky Le Vuong said: “The wholemeal sector is now worth £322m and is growing at a rate of 12.9% year-on-year. The new Kingsmill Tasty Wholemeal Loaf is designed to appeal to consumers who demand a healthy option that doesn’t sacrifice taste.

"We’re excited to see the advertising campaign launch in October with the focus being on print media.”

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