Kingsmill proves breads popularity among Brits
Kingsmill is the third bread brand in the list of the most popular food and drink products among UK consumers, taking the fifth spot.
It was purchased 14.4 times a year by 75.5% of British consumers.
Despite this, Tesco announced it would be dropping the brand earlier this month. Its sales fell 11.1% year-on-year in 2014 to £371M, according to Neilsen. Its owner, Allied Bakeries, claimed it would not be hit by the delisting.
Allied Bakeries revealed a new packaging design in a bid to increase its appeal amongst families and bring to life Kingsmill’s warm and wholesome qualities this week.
Darren Grivvell, director of brands at Kingsmill said the firm wanted to bring more personality to its logo to strengthen its position as a wholesome family favourite.
“The changes we’ve made have helped the brand appear a little more playful and lighthearted whilst still being impactful and easy to shop,” he said.
“Our research has been very encouraging with consumers who identify the freshness and modernity of the design, whilst still appreciating they can see all our bread.”