Allied Bakeries, the UK bread arm of Associated British Foods, has extended its Kingsmill portfolio in the UK with the launch of a breakfast products range.

Kingsmill Fruit and Fibre comprises three products: Kingsmill Fruit and Fibre sliced bread, Kingsmill Fruit and Fibre Muffins, and a first for Kingsmill – Fruit and Fibre Bagels.

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Allied Bakeries is investing GBP2.5m in marketing activity to support the launch.

“The breakfast occasion is growing, with British consumers eating 16.6bn breakfasts in 2011, equating to GBP7.3bn,” said Allied Bakeries category director Guy Shepherd.

“This thriving market presents a huge opportunity, which has been estimated at a potential GBP18m over the next three years. That’s why we’ve invested in this new range – to broaden our portfolio and affirm our position in the breakfast market.”

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