Kingsmill describes the past 12 months as a “foundation year”

kingsmill

Last year’s ranking: 18

Sales: £246.5m (-17.3%)

Although the biggest faller in this year’s list in percentage terms, Kingsmill describes the past 12 months as a “foundation year”. Last January, Kingsmill relaunched with a “category first” loaf especially for toasting and new-look packaging to emphasise its “baking credentials”. It says the response has been “fantastic”. The brand hopes its revamp can stave off challenges in the the UK bread market, including continued concerns about carbs and the rise of gluten-free diets.

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