Kingsmill has launched Kingsmill Super Seeds, a new loaf designed to expand the appeal of seeded bread to families.
Kingsmill Super Seeds is available now in 800g (RSP £1.25) and 400g (RSP 75p) variants.
Made with a variety of seeds, including linseed, sunflower, poppy and pumpkin, it is a source of fibre and of Omega 3 alpha-linolenic acid, which helps maintain healthy levels of cholesterol.
Packaging features a clear window on top that reveals the bread’s seed-topped crust, which Kingsmill says will make it easy to spot on shelves.
Seeded bread is the fastest growing sector of the sliced bread market, gaining nearly 10% year-on-year in value last year.
Kingsmill’s Head of Marketing, Matthew Cullum, said: “Kingsmill has always been a popular bread brand, bought by three out of four households in the UK. In researching Kingsmill Super Seeds, we realised there were 8.3 million households buying Kingsmill and Seeded bread. With no everyday Kingsmill seeded option, this was an obvious gap in choice for shoppers.
“This new product at last gives consumers the option of buying their favourite bread brand in a delicious seeded variant at an accessible price, while giving retailers the chance to leverage the strength of the Kingsmill brand and drive value in the category.”
