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Warburtons And Kingsmill Case Study: Countering Rising Wheat Prices With Premium And Healthier Products

Published by: Datamonitor

Published: Nov. 8, 2007 - 7 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The bread market adapts to counter rising costs
The majority of the market is held by three brands
Bread companies have been hindered by soaring wheat prices
Consumer demand for wholemeal bread is rising
Warburtons stays in the family and records big gains
Warburtons was ranked second in a 2006 survey of supermarket brands
Warburtons regains focus under new leadership
Warburtons promotes Healthy range to consumers as part of its bid to boost healthy credentials
Kingsmill rings the changes as it looks to recover
Kingsmill's sales declined in 2006, partly due to a poorly received advertising campaign
Allied Bakeries moves quickly to arrest sales decline
Kingsmill Head Start includes functional ingredients
Kingsmill introduces Crusts Away is designed to appeal to children
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
List of Figures
Figure 1: The UK's top three bread manufacturers are adapting to the health trend with wholemeal bread launches
Figure 2: Warburtons Healthy Inside Oats loaf pushes extra benefits
Figure 3: The new Kingsmill range includes both health and premium focused lines
Figure 4: Kingsmill Head Start bread features Omega-3 for extra health benefits
Figure 5: Kingsmill Crusts Away is marketed at children


Abstract

Introduction

This report on Warburtons and Kingsmill forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It

Highlights

the changes they have made to their product line-ups to counteract the rising wheat prices.

Scope



Highlights



Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market


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