Kingsmill focusing on digital to build bread business

Allied Bakeries, owner of Kingsmill, is to significantly invest in digital in order to increase brand engagement, preference and penetration.


Kingsmill says digital is a “key medium” to support its upcoming marketing campaigns to engage with its target market.

Chris Heyn, group brand manager at Allied Bakeries, says: “We recognise that the pace of change and development in the digital space presents some great opportunities for us to engage consumers and build our brands.”

Allied Bakeries owner Associated British Foods increased sales by 9% to £5.21bn in the 24 weeks to 5 March, but profits were down £1m on the same period the previous year.

Associated British Foods warned that margins have come under pressure from the increasing rise in raw material costs such as wheat.

Allied Bakeries has appointed CMW to develop the digital strategy across its entire portfolio that includes brands such as Kingsmill, Allinson and Burgen.

Kingsmill launched a new range of seeded bread earlier this year to appeal to consumers that are usually put off by seeded loaves to cut through the “confusion” within the category. The launch included a digital campaign to encourage trial.

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