Kingsmill has announced its plan to stem the 3.8% decline of wrapped bakery with a £10m investment.

The plan seeks to engage consumers with advertising, as well as improve its products and launch new ones that increase interest in the category.

During the next three months the brand is rolling out a new look across its range, replacing its previous blue designs with brighter, orange ones.

It has also redeveloped its Farmhouse loaves to contain sourdough and other ingredients that consumers associate with high-quality bread.

In January, Kingsmill is launching Super Toasty, RRP £1.25, which follows the launch of three flavours of Kingsmill Toasties in October.

Merchandising guides will be produced to help retailers make the fixture more appealing to shoppers.

Zoe Taphouse, category director for Allied Bakeries, said despite bread being the most important reason that people visit convenience stores for food, the category tends to be uninspiring to shop.

“Bakery represents a huge opportunity for us, the retailer, and the consumer, and we want to be a driver of its evolution to help deliver future growth,” she added.

Allied Bakeries is also targeting shoppers with three new flavours under its Allinson’s brand.

Rustic White, Signature Seeded and Seeds & Grain will join the brand’s Classic Wholemeal in the range.

Allinson’s is reducing the size of the packs from 800g to 650g to cater for shoppers who want to have less waste.