Kingsmill launches another category first with innovative Bagel Thins

KM Bagel Thins hi res New


19 May 2014: Kingsmill, the fastest growing bakery brand,[1] is today launching a category first[2] with Kingsmill Bagel Thins – a new, modern range of bagels that are significantly thinner than a regular bagel, and contain only 122 calories[3].

Janene Warsap, Head of Innovation at Allied Bakeries explains, “Across the food and drink industry we are seeing a rising demand from consumers for smaller, lighter, healthier versions of their favourite foods.  With this insight front of mind, we have developed our unique Kingsmill Bagel Thins, which are thinner with a less doughy texture, making them lighter to eat, but still high in taste.

“Whether eaten at the beginning of the day to kick start the taste buds or used to liven up lunchtime, our great-tasting product will help retailers to drive trial, increase incremental sales and lock in those all-important repeat purchases.”

Within plant bakery, Sandwich Alternatives continues to drive strong growth, with volume increasing by 6.7% in the last year[4]. With no sign of this trend abating, these products have become an essential part of most retailer’s bakery offerings, providing shoppers with greater choice and helping to attract new customers to the category.

Martin Garlick, Category Director at Allied Bakeries commented, “Interestingly, the US bagel thins market is already well established and currently worth nearly 10% of the total US bagel market in volume terms.  We believe there is a similar opportunity in the UK which will help retailers drive growth in the bakery category by encouraging incremental sales and attracting new customers to the category.”

Kingsmill Bagel Thins come in standout, eye-catching packaging, in a 6-pack format with a RRP of £1.39.  They are available in the bagel section of Tesco from 13 May, becoming widely available throughout May.

The launch of Kingsmill Bagel Thins swiftly follows the launch of Kingsmill Great White – a category first soft white loaf with as much fibre as wholemeal[5] – and not only broadens Allied Bakeries portfolio, but also affirms its position as a leading supplier and innovator of UK bakery products.