Kingsmill has unveiled its Great White bread, a white bread with as much fibre as wholemeal, with packaging designed by BrandOpus.
Supported by a £6.7m marketing investment, the bread looks to break consumers’ dithering between their love of white bread and their desire to eat as healthily as possible.
“BrandOpus united with Kingsmill helping the proposition to take form. The result – a new product that makes eating white bread permissible again, allowing consumers to enjoy the great taste of white, whilst benefiting from the same amount of fibre as wholemeal,” the agency explained.
Kingsmill Great White launches nationally this month.