Allied Bakeries Launches Kingmill Crumpet Thins

Allied Bakeries has recently announced the launch of Kingsmill Crumpet Thins, a delicious thin crumpet that contains just 54 calories each.

The company aims to capitalize on the growth of both the healthier bakery sector and the growth of Bakery Favourites by providing consumers with a great tasting but thinner version of their favorite bakery products.

Darren Grivvell, Director of Brands at Allied Bakeries says “Our insight shows us that consumers are looking for lighter eating versions of their favorite foods. Standard crumpets tend to be eaten at breakfast because they are quite filling so by providing these new Crumpet Thins we hope consumers will find them a great choice to eat at other times of the day when they want a lighter eating experience.”

The Bakery Favourites segment is growing in value year-on-year, according to Nielsen Scantrack, driven by consumers seeking out variety when it comes to breakfast and snacks.

Within this, Crumpets remain a popular choice with the market worth GBP 88million, according to Kantar Worldpanel figures mentioned by the company.

In addition, the healthier bakery sector has grown 10.6 per cent in the last five years, according to Nielsen, with thins proving an incredibly popular format – the Sandwich Thins market has grown 66 per cent and is worth GBP 60 million, according to Nielsen.

Darren Grivvell adds: “Kingsmill continues to provide a range of solutions for all consumer bakery needs and has one of the most diverse ranges available on the market.  We want to build on our success in the Sandwich Thins market and create more options for consumers to enjoy crumpets by making Crumpet Thins just as delicious but a little more permissible.”