Allied Bakeries is tapping demand for healthier versions of established products with the launch of Kingsmill Bagel Thins.
Available in Tesco now, and other retailers from later this month (rsp: £1.39/six-pack), the bagels contain 122 calories compared with the 231 in a regular white Kingsmill bagel.
Allied said the new bagels were suitable for breakfast or lunch, and the launch comes as consumer interest in sandwich alternatives and morning goods is growing, with value sales up 24.7% and 6.8% respectively [Kantar 52w/e 2 February 2014].
“Across the food and drink industry we are seeing a rising demand from consumers for smaller, lighter, healthier versions of their favourite foods,” said Allied innovation head Janene Warsap. “With this insight front of mind, we have developed Kingsmill Bagel Thins, which are thinner with a less doughy texture, making them lighter to eat.”
Allied Bakeries category director Martin Garlick added that bagel thins accounted for 10% of the US bagel market. “We believe there is a similar opportunity in the UK which will encourage incremental sales and attract new customers to the category,” he said.
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