Kingsmill gives 50/50 a vitamin boost

Kingsmill 50/50 Vitamin Boost

Kingsmill has extended its 50/50 range with the launch of Kingsmill 50/50 Vitamin Boost.

Kingsmill 50/50 Vitamin Boost (750g, RSP £1.15) contains iron and vitamin B6, which contribute to the normal function of the immune system, calcium and vitamin D for healthy teeth and bones, and niacin and vitamin B1 for energy release.

Two slices provide 30% of the reference intake of iron, vitamin B6, thiamin, niacin and vitamin D and 38% of the reference intake for calcium and folic acid.

The new loaf’s health benefits are clearly signposted on-pack.

The launch is supported as part of a national marketing campaign with Heart radio for the whole Kingsmill brand. A seven-month partnership sees Kingsmill featured on the station in a multi-format approach, including school run sponsorship, promotional trails, competitions and brand advertisements. The campaign will reach 14 million people.

Kingsmill’s Head of Marketing, Matthew Cullum, commented: “Kingsmill 50/50 Vitamin Boost helps families up their daily vitamin and mineral intake while giving retailers the chance to leverage health benefits to drive category growth.”