Case Study
Kingsmill White Rolls: new recipe keeps same great taste, but now provides source of fibre
16 June 2025
Kingsmill Soft White Rolls are a family favourite and have been on the market for many years. In 2024 the Kingsmill team decided to relaunch with improved fibre levels to meet the growing demand from consumers for products that both taste great and provide nutrition benefits.
The brief to the bakery team was to boost the fibre content and make the rolls slightly larger while maintaining their signature soft texture and popular taste. The re-launched rolls are able to make a source of fibre claim which is clearly shown on the front of the packaging.
The launch was supported by an on-pack promotion with Peppa Pig and consumer feedback has been very positive, with comments about the great softness and taste.