Associated British Foods’ UK bread arm Allied Bakeris has launched an on-pack promotion for its Kingsmill bread brand featuring animated characters Wallace & Gromit.

The manufacturer said today (4 April) that it will run the promotion across Kingsmill bread, rolls, crumpets, muffins and pancakes. The packs will feature collectable tokens for customers to claim a range of Wallace & Gromit branded inventions.

It said it will release some 70m promotional packs from 2 May, and the collectable items will include: The Rapide-o-Matic Preserve Dispenser, The Wallace & Gromit Holder Egg Cups and The Safe-o-Matic Lunchbox.

The company said the Rapido-o-Matick Preserve Dispenser is based on the Wallace & Gromit motorbike and sidecar and features a pot in the sidecar to hold a spread or preserve. Customers can load up the pot, pull the motorbike back and send their toast topping across the table.

Its Wallace & Gromit Egg cups feature character faces and have a soldier holder so that consumers can stack up bread for dipping.

The tokens will also allow customers to claim a Safe-o-Matic children’s lunchbox.

Kingsmill director of brands Will Ghali said: “Wallace & Gromit are loved by families all over Britain and are a strong brand fit for Kingsmill. This new promotion offers an exciting opportunity for Kingsmill to reward loyal consumers.”