Allied Bakeries, the UK bread arm of Associated British Foods, is eyeing growth in the country’s convenience sector with the launch of four products under its Kingsmill brand.

The four products – a 400g Kingsmill Danish loaf, the 800g Kingsmill Doorstep, the 400g Kingsmill Soft White Farmhouse loaf and an 800g Soft Malted Grain Farmhouse line – take the Kingsmill range to 20 bread and bakery products.

Allied Bakeries said today (24 January) that the new additions helped create “a comprehensive and innovative range for stores to meet customer needs”.

The baker also said the breadth of its range and its “continued efforts to innovate” had driven Kingsmill’s growth in the last year. In the 12 months to 25 December, volumes rose 12.3% and the brand now generates GBP350m (US$553.8m) in sales.