Allied Bakeries' Kingsmill Great White, the first soft white loaf with as much fibre as wholemeal, has won Grocery Product Launch of the Year 2014 at the Retail Industry Awards.
Already named the most successful new product launch in food FMCG so far in 2014, Kingsmill Great White scooped the prize with 29% of the votes over the other shortlisted iconic brands.
The innovative new product was the favourite for giving consumers a reason to love white bread again and the win affirms Allied Bakeries’ position as a leading supplier of UK bakery products.
In a programme of ongoing support, Kingsmill Great White will reappear on our TV screens this October, following a £6.7m two year marketing investment into the Kingsmill Great White campaign.
The TV ad features comedian and ‘Cold Feet’ star John Thomson and the 'Kingsmill Family'. The 40-second advert targets the hearts and minds of viewers as Thomson, the father of the Kingsmill family, prepares breakfast to console his daughter following a break-up.
Martin Garlick, Category Director, Allied Bakeries, adds: “The launch of Kingsmill Great White has attracted new consumers to the sector and helped to stem the decline in white bread sales.
"This latest award shows Allied Bakeries understands consumer needs and category challenges across the bakery sector. Being back on TV in October will be a great way to continue to drive awareness of Kingsmill Great White.”
Roythornes, a leading food lawyer, has signed up to a UK campaign which aims to help young people consider a career within the food sector.
The programme, Feeding Britain’s Future, is run specifically by the food industry and involves all the UK’s major retailers and food manufactures. It aims to inspire young, unemployed people and help them gain their first job in the sector.
Currently, Roythornes - who has many clients in the food industry - is the only lawyer in the UK to sign up to the scheme, for a third year running.
Mark Dodds, Marketing Manager, states: “Feeding Britain’s Future is a valuable programme for the sector and for young people who have the opportunity to hear first-hand what it’s like to work in such an important part of the UK economy.”
“The local Job Centre is now hard at work recruiting up to 15 people to attend and we are looking forward to another great event. We’re delighted to be involved – the food sector plays a massive part in the region’s economy and we’re product to be supporting it in this way.”