Kingsmill to launch new oat-based bread range

Kingsmill is to launch a new range of bread called Oatilicious, which will be baked with a combination of wholegrain oats and wheat flour. Its launch will be supported by a £1.3m advertising campaign.

The bread maker says the launch is “an innovative addition to the brand’s established Bakery portfolio” and will be available in medium and thick sliced varieties. It has committed a marketing investment embracing TV advertising, in-store activity and promotions. Extensive regional sampling will also be launched in March.

Kingsmill says the launch follows research that highlights a growing demand for healthier food options, with 22% of food choices being made with health benefits front of mind. It hopes that Kingsmill Oatilicious will appeal to adults while maintaining a wide family appeal.

The packaging has also been designed to communicate the loaf’s top purchase drivers – taste and health. A transparent window will increase visual appeal while an on pack claim highlights the cholesterol-reducing properties of oats.

Michael Harris, Kingsmill marketing controller, says: “We are confident the launch of Kingsmill Oatilicious will be successful and are encouraged by very positive results in consumer taste testing.

“Oat-led products, combining the goodness of wholegrain oats with great taste, are already popular in other categories but Kingsmill Oatilicious is the first branded loaf of its kind in the bread category.”

Earlier this week, Kingsmill launched an £11m advertising campaign to promote its 50/50 sub-brand as a breakfast option (pictured).

Rivals Hovis recently signed Olympic cycling champion Victoria Pendleton up for a three year deal to be its brand ambassador.

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