Allied Bakeries, the UK arm of Associated British Foods, has launched a line it hopes will encourage consumers back to bakery products at breakfast time.

The company has launched Kingsmill Toasties, “lightly toasted” bread that has a “pillowy middle” containing pieces of fruit. Three flavours – mixed berry; cinnamon and raisin; and honey, oat and red berry – are available.

ABF said bakery products were “staple breakfast items” but admitted the owners of rival products in other categories had been “quicker to evolve and innovate more modern solutions for today’s consumers”.

“”The bakery category has been neglected for too long. Despite bakery appearing in more shopping baskets than any other category, the category seems uninteresting to many. This is felt most at breakfast, with consumers swapping bakery for alternatives such as cereal and breakfast biscuits,” Zoe Taphouse, category director at Allied Bakeries, said. “We need to reignite people’s passion for bakery and bring them back to the category by reminding them how it can be both exciting and delicious.”

ABF has secured listings at Tesco, Asda and The Co-operative Group. The company said the products would be available in “early October” at an RRP of GBP1.19 (US$1.53).