Allied gives Kingsmill Gold a £3m premium makeover

Allied Bakeries is launching a major revamp of its flagship bakery brand Kingsmill, starting on November 9 with a &£3m push of premium range Kingsmill Gold.

The revamp will introduce a new look for Kingsmill products and new recipes. Kingsmill Gold will have clearer packaging to make it easier to position the range on shelves.

The quality of the premium range will also be improved after a &£1.4m investment in new equipment introduced new manufacturing techniques. The Kingsmill Gold relaunch will be supported by &£1.6m marketing drive that will include television, print and a major sampling campaign over the next year. The revamp will be rolled out across the range next year. Rolls and snacks, including crumpets and pancakes, will be relaunched in January.

Meanwhile, the second burst of Allied’s King’s Mill campaign is starting next week. The campaign, created by JWT, will focus on the quality of the range and support Kingsmill Sandwich, but will also feature Tasty Wholemeal and Gold Soft White.

The ad, set in 1960s Las Vegas, shows how far the King’s Mill master baker, Eddie, will go to ensure the King gets his bread.

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