Kingsmill has unveiled two new loaves that combine healthier white flour and seeds: Kingsmill 50/50 Multi-Seed and Kingsmill 50/50 No Bits Multi-Seed.
Both are available now with an RSP of £1.35.
The launch will be supported by an integrated marketing campaign including shopper, TV, radio, out-of-home, digital, PR and influencer support. The new loaves will also feature as part of Kingsmill’s sponsorship of The Simpsons on Channel 4 and All4.
Kingsmill 50/50 No Bits Multi-Seed is baked with milled sunflower, oats and linseed, and offers the benefits of wholegrain from a 50/50 flour base with protein and fibre from seeds – without any of the ‘bits’.
Kingsmill’s 50/50 Multi-Seed is also baked from a 50/50 flour base with sunflower, pumpkin and linseeds. It is a source of fibre, protein and omega 3.
The Multi-Seed duo range has been developed in response to two dominant trends at play in the category: the growth of healthier white bread (+18.9% YoY) and the growth of seeded (+11.4% YoY).
Matthew Cullum, Marketing Director at Kingsmill, said: “The launch of Kingsmill 50/50 Multi-Seed and Kingsmill 50/50 No Bits Multi-Seed brings a strong new proposition to the seeded fixture that hasn’t been seen before. It taps into two growing areas of bread: healthier white and seeded. The result is a quality, great value branded range, which we know is on trend for our core audience in particular, helping them make that healthy swaps.”
