Allied Bakeries, the bread business of Associated British Foods, has extended its line of Kingsmill Great White fibre-added bread with the addition of rolls to the line.

The company said three months after launching its high fibre white bread, Kingsmill Great White commands an 8% market share of the 800g standard white bread sector.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

“Rolls are a great opportunity for retailers to drive trial, increase incremental sales and secure repeat purchase, particularly during the summer BBQ season,” the baker claimed.

When Allied Bakeries launched Kingsmill Great White, the company spoke to just-food about its ambitions to turn around the declining white bread category. Click here to view our coverage.

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now