Allied Bakeries is aiming to regain the number one slot in bread with an overhaul of its flagship Kingsmill brand.

Elements include reformulated recipes, updated packaging and a £10m advertising campaign - double last year's spend.

The approach aims to establish the brand as an everyday family food and differentiate it from its rivals, the market-leading Warburtons and second-place Hovis, both of which play on their heritage.

"Kingsmill is the UK's eighth largest grocery brand," said marketing director Jon Wilson. "But it needs reinventing. This is not just tweaks - it's fundamental re-engineering ."

The Grocer's Top Products Survey 2006 revealed that, whereas Warburtons and Hovis grew 18.5% and 20.1% respectively last year, Kingsmill dropped by 2.2%. It was also delisted by Asda, Waitrose and Somerfield, and suffered 35 incidents of suspected sabotage.

Wilson admitted that Kingsmill had lacked a clear identity, emotional appeal and consistent advertising.

"With this new approach we are looking to lead the category again, to be seen as the innovator and to engage with consumers," he said, adding that Asda had already re listed the brand.

The revamp features brighter colours and a new logo, minus the crown device but with an added sunburst image. The TV campaign kicks off this weekend with a 60-second execution establishing the strapline 'Love bread, love Kingsmill', while later bursts will flag up sub-brands.

The core range has been re named Great Everyday , while the Wholemeal and White range is now called 50/50. Headstart with Omega-3 and Crusts Away retain the ir branding and on going ad campaigns but share in the new look , as does Good as Gold . Rolls have also been brought under the banner to drive cross purchasing.

New products are planned for early summer.

Buyers have warned the crowded bread fixture may not have room for three big brands but Wilson said : "If each branded player has a clearly differentiated role, there will be a place for all."

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