Associated British Foods' UK bakery arm Allied Bakeries has launched a low-calorie version of its Kingsmill crumpets, the latest so-called Thins product to be added to its range..
The company said the launch sought to capitalised on the growth of the "healthier bakery sector" in the UK.
Go deeper with GlobalData
Kingsmill Crumpet Thins are 54 calories compared to 102.5 in the original.
Darren Grivvell, director of brands at Allied Bakeries, said: "Our insight shows us that consumers are looking for lighter eating versions of their favourite foods. Standard crumpets tend to be eaten at breakfast because they are quite filling so by providing these new Crumpet Thins we hope consumers will find them a great choice to eat at other times of the day when they want a lighter eating experience."
In May, ABF launched Kingsmill Burger Thins.
Grivvell said: "We want to build on our success in the sandwich thins market and create more options for consumers to enjoy crumpets by making Crumpet Thins just as delicious but a little more permissible."
Kingsmill Crumpet Thins are available now in packs of six at an RSP of GBP0.75 (US$1.15).
