Allied Bakeries’ Kingsmill brand has entered the snacks category in the UK with the launch of Kingsmill Mini Toasts.
Manufactured and distributed by UK food group Symington’s, the new product is aimed at women aged 25-40, as well as families with children. It is marketed as being “perfect for afternoon snacks”.
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Each mini toast is baked and each bag is less than 100 calories.
Sarah Emmett-Lee, commercial director at Symington’s said: “We are delighted to be able to partner with Kingsmill to launch Kingsmill Mini Toasts. Not only are they a great snack infused with tasty irresistible flavours – they’re under 100 calories a bag.
“We know that women are on the look-out for low-calorie, convenient snacks that don’t compromise on taste and Kingsmill Mini Toasts are just that,” she added.
Speaking to just-food, a spokesperson for Symington’s confirmed it was the company that approached Allied Bakeries – the UK bread arm of Associated British Foods – with the mini-toast idea. “The baked bread mini toasts were a perfect brand fit with Kingsmill,” the spokesperson said.
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By GlobalDataWhen asked whether Symington’s had been commisioned by Kingsmill for any other ventures, he said there was no more planned yet but added: “There will be range extensions to the Kingsmill Mini Toast.”
Kingsmill Mini Toasts are available in a multi pack of 5 x 22g snack bags and can be found in Tesco stores across the UK, rolling out to other trade outlets in the spring at an RRP of GBP1.59 (US$2.62).
