Two unique fusion loaves are set to drive a new wave of category growth

Family favourite Kingsmill has unveiled TWO loaf innovations – combining healthier white and seeded to create: Kingsmill 50/50 Multi-Seed and Kingsmill 50/50 No Bits Multi-Seed – available in supermarkets nationwide from 4 February, RRP £1.35.

Renowned for baking deliciously soft, great tasting products every day – Kingsmill’s game changing range will create an entirely new fusion area of bread: seeded loaves made with 50/50 white and wholemeal flour for added daily wholegrain. The launch represents a never-before-seen proposition for shoppers.

Kingsmill 50/50 No Bits Multi-Seed: baked with milled sunflower, oats and linseed, this clever loaf gives the benefits of wholegrain from a 50/50 flour base with protein and fibre from seeds – all for a soft slice without any of the ‘bits’! 

Kingsmill’s 50/50 Multi-Seed: baked with sunflower, pumpkin and linseeds, this is a great tasting seeded loaf with the added benefit of wholegrain from a 50/50 flour base. The loaf is also a source fibre, protein and omega 3 – all with a delicious crunch. 

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, which has been driven by Kingsmill’s own50/50 (+18.9% YoY), and the growth of seeded (+11.4% YoY), now the fastest growing area of bread with 239m loaves sold each year, growing 11.4% YoY[1]– its now mainstream consumer appeal stemming from a combination of taste and health perceptions.

However, with 87% of seeded bread currently baked with a white flour base1, these Kingsmill 50/50 Multi-Seed loaves take the benefits of seeded bread and provide additional daily wholegrain alongside fibre and protein.

Billed as a driver for the next wave of category growth, Kingsmill’s latest move will see the brand leverage its position as market leader in healthier white bread, while broadening the appeal of seeded bread to families – a shopper group that currently under trades in the seeded category.  The crunchy ‘bits’ and smooth ‘no bits’ varieties bring a new level of choice to the market, catering to different consumer preferences.

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.”

The launch will be supported by a major integrated marketing campaign spanning all key consumer touchpoints, including shopper, TV, radio, OOH, 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. From February, TV idents around the show will broadcast the launch into millions of homes each week.

The news follows the brand’s recent winter partnership with NHS doctor and mum of two, Emily Andre. The topical vitamin D campaign highlighted the benefits of Kingsmill 50/50 Vitamin Boost to over 30 million UK consumers at a time when everyday food fortified with vitamins and minerals was in high demand. The product continues to go from strength-to-strength in the healthier white category (+17% in sales volume YoY) .

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