Allied Bakeries claims its 16-year-old Kingsmill brand is already one of the best-known brands in the UK, but now management feel it is time to “take it on to the next level”.Hence it has put a £14 million marketing budget behind a relaunch (BB, 16 February, pg 4), urging consumers to “love bread, love Kingsmill”, with new packaging and recipes being introduced on all Kingsmill products.As marketing director Jon Wilson says: “The market has moved on and we need to reinvent Kingsmill. It lacked a clear identity; we wanted to warm up the brand and give it more emotional appeal.”The strategy is to add value and grow the bread category with value-added and innovative products. This is not about getting supermarkets to swap from one plant bread supplier to another, it is about growing the whole bakery category, Allied insists.First there was a “fundamental reappraisal” of the brand to establish exactly what consumers and Allied Bakeries’ supermarket customers wanted from it. In the nine months’ run-up to the relaunch, Allied has undertaken extensive consumer research – first of all to find out exactly what consu-mers make of the UK’s biggest bread brands.mapping exerciseA mapping exercise was conduc-ted, which indicated that the Hovis and Warburtons brands both shared a similar position in the marketplace and were both closely associated in consumers’ minds with tradition and “nurture”. At the time, Kingsmill stood in the middle ground among a number of other “need states” looked at – including sharing and enjoyment. The plan is to differentiate Kingsmill and make it engaging, says Wilson, connecting it more with “enjoyment” in consumers’ minds.To do that, the focus has been on improving the pleasure of eating the Kingsmill brand, firstly by improving recipes. Following the relaunch, loaves will be bigger and softer than before, with no artificial preservatives used and reduced salt levels. Recipes have been reformulated to include 15% high-quality Canadian and German wheat, where, previously, a lower-grade flour had been used. The new bread will be baked in new bigger tins – all the tins have been replaced at Allied’s bakeries across the UK – part of the £25m being invested in infrastructure to support the marketing activity.Kingsmill is now being relaunched as a family-orientated, lively brand, celebrating togetherness, fun and family values. The various brands in the Kingsmill range have been divided into three platforms: everyday family (“great choice for everyone” such as medium white sliced); extra goodness for the family (healthier eating, for example Head Start with Omega 3); and premium “for me” loaves (the new Kingsmill Good as Gold premium batch range).A nationwide TV advertising campaign, which will run all year, celebrates real life and real families, giving the brand an emotional appeal, which was felt to be lacking in the past. The new Kingsmill packaging includes a “golden corner”, reminiscent of a field of wheat. A sunburst replaces the Kingsmill crown and a brighter logo is used. Flags with bread type and slice thickness go on the right of the packaging. And two out of three specific benefits are flagged with tick boxes on the left side of the packaging, which will also feature Guideline Daily Amounts for the first time, following the Tesco system and giving percentages per single slice.Further new product development is in the pipeline, Wilson says, and Allied is also preparing to relaunch its Burgen and Allinson brands in the next few months.Allied chief executive Brian Robinson says: “Innovation is the key. We have a rather large pipeline and we are here to change the game. The vision is to lead the category as dynamic brand innovators.” n—-=== Project 180 ===The Kingsmill relaunch comes as part of ’Project 180’, the three-year company turnaround plan put in place by Australian Brian Robinson (pictured), who joined Allied Bakeries as CEO in November 2005. The plan is to “turn the business on its head”, he said – an 180-degree turn.Allied Bakeries is investing around £25m over two years in upgrading infrastructure across its UK bakeries.
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Bakery supplier Tindale & Stanton has gone into administration.The County-Durham based baker – which supplies savoury products to the supermarkets and savouries, breads and confectionery to smaller operators – has been badly hit by difficult trading conditions and increasing costs, according to administrators PricewaterhouseCoopers.Almost 300 workers are employed within Tindale & Stanton’s various sites – it has a savoury manufacturing plant at Burnopfield, breadmaking factory at Gateshead and two van distribution sites. The future of those jobs is currently uncertain.A spokeswoman for PWC told British Baker that it is hoping to sell the business as a going concern within the next week.
Cornish baker Rowe’s is refitting and rebranding its 16-shop bakery retail chain. The shops will get new fixtures and fittings, and a new fascia, replacing WC Rowe signage with the simpler ‘Rowe’s’.Marketing manager Paul Pearce said the company’s immediate focus is to grow the retail, rather than supply, side of the business, although he would not comfirm exact figures for planned shops. As well as its 16 shops, the company also supplies bakery goods to major multiples, cafés and food-to-go outlets.It will roll out new shops based on its flagship shop in Falmouth over the next 12 to 18 months.
Chocolate and cocoa manufacturer Barry Callebaut has reported continuing sales growth for the first three months of fiscal 2008/09. The firm’s sales volume grew by 2% and sales revenue rose by 7.2% in local currencies. However, growth in the reporting currency – CHF (Swiss francs) – was up by only 0.7% to CHF1,429.1m (£895.6m).Callebaut said demand fell in the last month of the quarter to 30 November 2008, as “the entire chocolate industry faced weakening market conditions”.The company has also opened a new chocolate factory in Mexico, strengthening its base in the North American chocolate market. The factory, in Monterrey, will produce around 100,000 tonnes annually and will act as a gateway between the company’s Central and South American markets. It cost approximately US$40m (£29.3m).
Out with the glacé cherries, in with the Griottines. BB spotted this new ingredient while out and about at the recent Speciality & Fine Food Fair in London. Griottines are a type of high-quality Morello cherry, the Oblachinska, found only in the Balkans, that have been steeped in kirsch to give them a distinctive and unique flavour. To conserve the flavour and physical characteristics of the fruit, the first maceration of the cherries in liqueur is said to take place within six hours of picking. The Morello cherries are then steeped in different liqueurs for successive macerations. The last maceration provides the final touch of kirsch, which is the hallmark of Griottines. Keylink a supplier of ingredients, equipment and packaging in the UK is the distributor. Try this recipe idea for a succulent, moist cake. Ensure the cake is displayed in slices to reveal the Griottines within and position it as a high quality French cake. You can also use the cherries for gateaux and desserts. Ingredients(makes enough for six x 1.5kg cakes)Flour1.9kgIcing sugar1.5kgSoftened butter1.7kgEggs36Baking powder6 sachetsGriottines and 36cl Griottine juiceMethod1. Cream the ingredients together to obtain a smooth mixture. 2. Grease and flour six 1.5kg loaf tins. Dry the Griottines on kitchen paper, coat in flour and fold in. 3. Bake for 5 minutes at 240°C, then reduce to 180°C and bake for about 35 minutes. Check the cake is cooked by using a skewer, which should come out clean. 4. Cool, then remove from tin. Pour the Griottines juice over the cakes.
Starbucks has teamed up with dairy company Arla Foods to launch two new coffee drinks in the UK. Starbucks Discoveries chilled coffees and Starbucks Doubleshot Espresso & Milk are ready-to-drink coffee ranges which will be available in all Starbucks outlets from May. Arla Foods signed a licensing agreement with Starbucks earlier this year, which will see them manufacture, distribute and market the coffee chain’s premium chilled coffee drinks.The Discoveries range comprises three varieties: Seattle Latte, Aztlàn Mocha Latte (chocolate flavour) and Qandi Latte (caramel flavour). Both ranges will be made using Fairtrade certified coffee beans and sugar, and will be produced at Arla Food’s subsidiary Cocio Chokolademælk in Denmark.The drinks will also be available in retail outlets from April.“We believe there is a real opportunity to transform the ready-to-drink coffee market with this range,” said Arla’s commercial director, Simon Stevens. “Until now there hasn’t been a big brand to drive the category forward but we are confident that with a global brand as established and trusted as Starbucks we can achieve this.”
Seed crispbread brand Dr Karg has added to its portfolio with the launch of a new line of organic wholegrain snacks.The new Mini Crispbreads will be available in 30g bags in sesame & linseed, Emmental cheese & pumpkin seed, and tomato mozzarella with Provençal herbs. The snacks are rich in fibre, protein and healthy oils, said the firm. They will be available in major supermarkets and wholesalers as well as health food channels.The brand will also launch consumer advertising this spring to support the launch.
British wheat is coming under attack from new strains of the fungal disease yellow rust, with farmers warned to keep a close check on crops and to spray fungicides earlier than usual.Previously resistant wheat varieties, including the Group 1 bread wheat Solstice, are now susceptible to a new race of the fungus, which can devastate yields by 50% if left untreated.The risks have prompted the Home Grown Cereals Authority (HGCA) to warn farmers to be on the look-out for the disease and to bring forward spraying programmes to manage the problem.”Yellow rust is becoming more of an issue for growers and has the potential to hammer yields, so it’s important farmers spray with fungicides at the earliest point,” said Laura Temple, HGCA technical communications executive.
Pizza made on-site and sold over the counter, or in the sit-down area, can be part of the mix for the high-street baker keen to make incremental sales.At its most basic, the product can be homemade, using Italian breads in the style of a bruschetta or variations of the Welsh rarebit with added toppings. An offering like this will require minimal, if any, extra investment.However, capital investment and thought may be needed for those who want a more sophisticated set-up, offering the sort of pizzas that make them a chosen destination for such fare, and for those who feel their existing ovens will not do the job adequately.David Marsh, managing director of Benier, which supplies Sveba-Dahlen equipment, says traditional bakers should consider higher-temperature ovens that heat up to 425C. “We’ve just delivered combination ovens to small bakers where they have bread baking decks and pizza baking decks.”He says although bakers can make pizzas in lower-temperature ovens, they will not have the authentic crispy base. “If you have conventional ovens rated up to 350C, you might have to buy pre-prepared bases or pizzas from third parties and bake them off. If you want to be a preferred destination because of the quality of product, an oven that will give you that authentic base will give you that edge.”Robert Done, Tromp’s general sales manager for the UK and Ireland, who believes demand will continue to grow as new interest is generated through different products and toppings, says small outlets should be able to adequately use their existing ovens. But he says that, for large-scale pizza production, Tromp’s bespoke industrial equipment will provide high output.Nicola Burton, operations manager at Kingston Catering Repairs, says reliability is crucial when it comes to investing in pizza equipment, and conveyor pizza ovens take the hassle out of the process for those who make from scratch and want pizza to be a big part of their operation. “You put raw product in and it comes out the other end cooked,” she says.Such equipment will be more suitable for those who are really serious about pizza, rather than for small operators who want to offer slices over the counter at lunchtime. However, Burton says, whatever the size of the business, there is a pizza oven for everyone, from large bakeries that are big on catering down to the very smallest stores.An alternative to ovens for smaller operators could be dry fryers, such as Valera’s Quik ’n’ Crispy, she says, especially for those who want to offer small pizzas or slices. Valera says its equipment cooks ovenable foods quickly and safely and does not require expensive add-ons.Wood Stone, meanwhile, has been manufacturing stone-fired cooking equipment using the kind of advanced ceramics preferred by the likes of Prezzo, Zizzi, Basilico and Pizza East. The range, available through Jestic, has several types of stone-hearth ovens. For busy pizza restaurant kitchens, where space is at a premium, Jestic has added a durable refrigerated pizza prep counter to its range, which comes in both two- and three-door configurations.Reiser, which supplies the Vemag Robot dough dividers, believes there are opportunities for smaller craft bakeries to get into pizza. One of its bakery specialists James Fitch says the Vemag Robot 500 dough divider is a good starting point, offering high level portion accuracy and no need for divider oil. It requires minimal space and it is portable for easy storage when not in use.The next stages up from there are a high-speed servo-controlled Vemag HPE dough divider, which can provide dough pieces at easily adjustable weights from 5g upwards at 200-plus portions a minute in a single lane. Reiser can also make product in multiple-lane configurations.When it comes to the toppings, Urschel suggests the TRS 2000 for the fine slicing of pepperoni for pizzas. Its CC shredding machine enables operators to put a block of cheese in the top end to produce shreds at the other end. Different cutting heads can turn out different kinds of shreds.The company’s M6 is a versatile dicer, strip cutter and shredder, which Dave Snow, sales manager for the south of England, says is good for chicken.Tromp can supply automatic pizza decora-ting lines, like the one supplied to Avalon Foods, in Lancashire, which includes a tomato sauce enrobing machine and two toppings applicators to add whatever toppings are required.