| 23 February 2017

Today, National Toast Day, Kingsmill announces brand new loaf ‘Kingsmill Super Toasty’ and plans to feed thousands of hungry Belfast visitors in the coming weeks

Yesterday, I was treated to a tour of Allied Bakery to see how Kingsmill make their latest product, ‘Kingsmill Super Toasty’. It is a brand new toasting product with a unique recipe from Northern Ireland’s leading bakery*, that offers consumers their ‘best ever toast or their money back’ (T&C’s apply).

Leila has officially given the Super Toasty a very happy thumbs up especially after a few days of not eating due to a sore throat and Luke is more that happy to eat the just the bread. For those who are cutting back on sugar, there is only 3.8g of sugar per 100g. That means I can even have a slice or two.

To celebrate…

Kingsmill will feed the ravenous shoppers of Belfast next week by giving out free toast at key Belfast city centre location, Victoria Square.

The Kingsmill Super Toasty team will start in Victoria Square on Saturday 4th March treating the peckish passers-by to some delightful and deliciously tasty free toast.

The loaf has been designed specifically to create the perfect slice of toast. Its recipe is unique and the baked loaf is slightly thicker (than thick slice toast), combining to deliver the optimum slice of delicious, warming toast – light and crispy on the outside and soft and pillowy on the inside.

Allied Bakeries Senior Brand Manager, Elva O’Connor, said, “With National Toast Day taking place on Thursday 23rd February, it’s the ideal time for Kingsmill to launch Super Toasty for toast lovers to enjoy on the day. Toast truly is one of life’s simple pleasures and we’re excited to bring this new loaf to not just the shelves but also straight into to the hands of the public. “

Recent research** conducted with main grocery shoppers in Northern Ireland concluded that NI is a nation of toast lovers:

Almost half of us (42%) enjoy toast every day, with 91% consuming this simple pleasure on a weekly basis

Nearly three quarters (69%) said Kingsmills’ new innovative product would be right up their street, with a whopping 82% saying they felt it would be suitable for the whole family, every day.

White bread is still the people’s champion – three quarters (75%) buy it regularly and enjoy it as toast


Super toasty is now on the shelves of major supermarkets and independent retailers with an RRP of £1.25.



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