Associated British Foods' bakery business, Allied Bakeries, has launched a campaign to drive sales of its Kingsmill wholegrain bread.

The "wake up to wholegrain" campaign aims to increase toast consumption at breakfast.

Kingsmill 50/50 and Kingsmill Tasty Wholemeal will be repackaged to emphasise that the products are a "good source" of wholegrain.

Michael Harris, Kingsmill marketing controller, said: "The new Kingsmill breakfast campaign is a major category growth initiative which aims to remind consumers that toast for breakfast can provide a nutritious start to the day."

The campaign will be supported by television and radio advertising and in-store promotional activity.