Kingsmill Launches New Vitamin-fortified Bread

Kingsmill announces the launch of its Kingsmill 50/50 Vitamin Boost, the latest addition to the 50/50 range, which offers a boost of vitamins and minerals.

Kingsmill 50/50 Vitamin Boost 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. According to the producer, just two slices of Kingsmill 50/50 Vitamin Boost 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.

Kingsmill’s head of marketing, Matthew Cullum, comments: “Health is a key driver of grocery innovation and Kingsmill 50/50 Vitamin Boost is a significant innovation in the bread category which needs to keep meeting ever-changing population and household needs. Kingsmill 50/50 is already associated with health and Kingsmill 50/50 Vitamin Boost helps families increase their daily vitamin and mineral intake while giving retailers the chance to leverage health benefits to drive category growth.”

Kingsmill 50/50 Vitamin Boost is available in packaging with clear health messaging sign-posted on the front of the pack.

The new loaf will be supported as part of a national marketing campaign for the whole Kingsmill brand with Heart radio.  From September, the seven-month partnership will see 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 and aims to build awareness and top-of-mind relevance of Kingsmill and its key sub-brands.