Kingsmill has launched what it claims is the UK's first custom-baked smaller loaf with full-size slices.
The Little Big Loaf a 525g loaf with slices the size and thickness of a regular 800g loaf hits shelves next week in Great Everyday White, Tasty Wholemeal and Love To Toast variants (rsp: 95p).
Smaller households were driving demand for smaller loaves such as last year's 400g and 600g launches from Hovis and Warburtons, but consumers were unsatisfied by the small slices, claimed Michael Harris, marketing controller for the Associated British Foods brand. Although half-size loaves with full-size slices were available, they were produced by cutting full-sized loaves in half, he added. This was the first custom-baked loaf of its kind.
"Following consumer research we know there's a demand among smaller households for a loaf with fewer slices but which still has a full-size slice profile," he said. "The Little Big Loaf is a unique product as it meets these exact criteria. We're confident the launch will drive penetration of smaller loaves and cater to a clear gap in the market."
Unlike other smaller loaves, the Little Big Loaf will be merchandised vertically to increase stand out on shelf. A £2m marketing spend will support the launch, including a TV ad campaign set to air throughout October.
Hovis said its range of eight 400g loaves had shown "strong growth" since launch a year ago.
Warburtons launched the first non 400g or 800g branded bread a 600g range last October, following changes to UK legislation.
The Little Big Loaf a 525g loaf with slices the size and thickness of a regular 800g loaf hits shelves next week in Great Everyday White, Tasty Wholemeal and Love To Toast variants (rsp: 95p).
Smaller households were driving demand for smaller loaves such as last year's 400g and 600g launches from Hovis and Warburtons, but consumers were unsatisfied by the small slices, claimed Michael Harris, marketing controller for the Associated British Foods brand. Although half-size loaves with full-size slices were available, they were produced by cutting full-sized loaves in half, he added. This was the first custom-baked loaf of its kind.
"Following consumer research we know there's a demand among smaller households for a loaf with fewer slices but which still has a full-size slice profile," he said. "The Little Big Loaf is a unique product as it meets these exact criteria. We're confident the launch will drive penetration of smaller loaves and cater to a clear gap in the market."
Unlike other smaller loaves, the Little Big Loaf will be merchandised vertically to increase stand out on shelf. A £2m marketing spend will support the launch, including a TV ad campaign set to air throughout October.
Hovis said its range of eight 400g loaves had shown "strong growth" since launch a year ago.
Warburtons launched the first non 400g or 800g branded bread a 600g range last October, following changes to UK legislation.
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