Associated British Foods' flagship bread brand Kingsmill is attempting to appeal to smaller households with its launch of Little Big Loaf, a half-sized loaf with full-sized slices.

In what ABF claims is a first to the UK market, Kingsmill Little Big Loaf 525g loaves will be available in Everyday White, Tasty Wholemeal and Love To Toast varieties.

"We're confident this new launch will drive penetration of smaller loaves and really cater to a clear gap in the market. Each slice is as enjoyable as the first and the new format means that smaller households also benefit from reduced wastage," Michael Harris, Kingsmill marketing controller said.

The plant bread category is worth GBP1.9bn (US$3.1bn) and growing ahead of the bakery category, at a rate of 7.5%2 year-on-year.

The product will be available at major supermarket chains this month and the launch will be supported by a GBP2m marketing investment, including TV advertising that will air in October.