Kingsmill Unveils Two Loaf Innovations

The company announced the launch of two new products in February: 50/50 Multi-Seed and Kingsmill 50/50 No Bits Multi-Seed, which are available in supermarkets in the UK from February 4. Thus, a new fusion area of bread is created: seeded loaves made with 50/50 white and wholemeal flour for added daily wholegrain.

While Kingsmill 50/50 No Bits Multi-Seed is baked with milled sunflower, oats, and linseed, Kingsmill’s 50/50 Multi-Seed is baked with sunflower, pumpkin, and linseeds. The loaf is also a source of fiber, protein and omega 3.

The Multi-Seed duo range has been specifically 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), now the fastest growing area of bread with 239m loaves sold each year.

Matthew Cullum, marketing director at Kingsmill, explains: “Health is a major driving trend in bread, with shoppers looking for easy everyday options to make that healthy switch. Nutritionists agree that as a nation we should be eating more wholegrain – and that’s where our latest innovation comes in. 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.”