Allied Bakeries has named John Wilson as the first head of marketing for Kingsmill, as the company increases its focus on the bread brand.
Wilson, who has already taken on the new role, was previously a consultant for the company. He will report to Allied marketing director Jo Sykes.
Kingsmill is the biggest brand in the bread market. Allied also owns Allinson and Burgen, which are positioned as health brands.
There is a range of products under the Kingsmill brand including about ten loaf varieties, many of which are available in white, brown and wholemeal, and rolls. Muffins, pancakes and crumpets are also produced under the Kingsmill brand.
The increased focus on the brand comes after rival British Bakeries reformulated its Hovis range to use wholegrain wheat instead of red wheat. It invested £10m supporting the change and the introduction of a heart-shaped logo with the strapline “Healthiest Hovis Ever” (MW March 31). Last month, it revealed plans to launch a range of crustless loaves.