KINGSMILL Soft White has been named this year’s best selling bread product by global market and shopper intelligence firm IRI.
The loaf helped Kingsmill claim sixth place on the list of the nation’s top selling grocery items, with total annual sales of £135m.
“Being named the best selling bread product of the year is a significant achievement, representing our commitment to investing in our brands, business and people to help us affirm our position as a leading supplier of UK bakery products,” commented Martin Garlick, category director at Allied Bakeries. “It cements a hugely successful year for us which has also seen the creation and launch of the most successful product in food FMCG in 2014, the award-winning Kingsmill Great White, and the launch of our fantastic Sandwich Thins.
“Bakery represents a great opportunity for retailers so core ranges like Kingsmill Soft White are essential to maximise sales. In addition, stocking innovative new products like Kingsmill Great White and responding to consumer demand for variety and healthier alternatives, with sandwich alternatives such as Kingsmill Sandwich Thins, are crucial to meet the needs of shoppers, create interest and drive overall basket spend.”