Associated British Foods (ABF) has relaunched its Kingsmill Gold range in a bid to “restore some of its market share”, after reports last year that the company was reviewing its bread business.

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The UK food group is attempting to tap into the premium bread category with the launch of two varieties under the Kingsmill Gold Seeds & Oats brand, which Geoff Lancaster, head of external affairs at ABF, said would help the company “recover lost ground”.


“The relaunch is a completely different approach,” he said. “It really started over a year ago and it was at a time when we were losing market share, we had intense competition and commodity prices were increasing, so we felt we had to recover lost ground. We wanted to make a more interesting offering to restore some of our market share.”


Last November, ABF, which also owns brands such as Twinings tea and the Patak’s Asian cuisine range, refused to be drawn on reports that it was mulling whether to quit the bakery business. “At the time the news went to press, we said we would never comment on market or media speculation,” Lancaster added. “That was a long time ago and we are still here now. You get into a guessing-game, so we don’t like to comment on that.”


The company’s entry into the ‘seeded’ segment will see the introduction of  a Kingsmill Gold Seeds and Oats Soft and Crunchy loaf, a Wholesome and Nutty loaf, Gold Seeds & Oats Wholesome & Nutty rolls, and a Gold Soft White loaf.

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“The premium sector is now worth approximately GBP330m (US$643.2m) and is growing at a rate of 7.3% year-on-year,” said Jon Wilson, marketing director at ABF’s bread unit, Allied Bakeries. “The new Kingsmill Gold premium range is designed to take advantage of this growth area and appeal to consumers who demand more premium enjoyment.”


The launch will be supported by a GBP3m campaign including a national, five-week TV advertising burst.