News

Allied Bakeries, a leading supplier of bread and bakery products, has today announced the launch of three new seeded loaves for its top-ten grocery brand, Kingsmill.  The new range, set to be rolled out to stores across the UK this month, will help Kingsmill capitalise on the expansion of the seeded bread market which has seen a growth of 7.2% in the last year, making it the fastest growing category in plant bread.[1] The new products will be backed by a £700,000 marketing campaign and price reduction promotions will be available to drive awareness and trial of the range.

Kingsmill is the first brand to offer three different textures of soft seeded bread, each variety with a different volume of seeds to suit the tastes of a wide range of consumers.  The new Kingsmill seeded portfolio includes:

• The Secretly Seeded One^® (800g, RRP £1.49)- the first smooth seeded bread on the market.  This delicious bread baked with a combination of finely milled seeds and grains so you get all the great nutritious taste of seeded bread without the bits.
• The Lightly Seeded One^® (800g, RRP £1.49)- a delicious loaf baked a sprinkling of seeds and grains to you get the nutritious taste of lightly seeded bread.
• The Really Seeded One^® (800g, RRP £1.49)- a loaf bursting with flavour, baked with a generous handful of mixed seeds and grains for that extra bite. Also available inLittle Big Loaf (525g, RRP 0.95p).

Kingsmill The Secretly Seeded One^® is the first loaf to offer the goodness and taste of seeds in a smooth format - a unique offering in the marketplace.  The innovative loaf is ideal for consumers who wish to eat a more nutritious loaf 'without bits'.  With finely milled millet, maize and golden linseed, in a smooth, soft loaf, The Secretly Seeded One^® is suitable for the whole family.

 

Guy Shepherd, Category Director, Allied Bakeries said: "Our market research reveals that parents would like their families to eat more seeded bread but often face challenges as nutritious foods like seeds and grains are not always seen as the most attractive to kids. Our new seeded range provides an effective solution by offering a range with something for the whole family - even those who don't like 'bits'."

Kingsmill is the first brand to clearly grade its bread by seeded texture to make it easier for consumers to choose the bread that is right for their needs.  For consumers who enjoy the texture of seeded bread, Kingsmill offers a choice of two loaves.  The Lightly Seeded One^® aims to suit the need of the consumer who likes 'some bits', providing a light dusting of poppy seeds, brown linseed, golden linseed, oatmeal and kibbled malted oat. Whereas, The Really Seeded One^® is baked with a tasty mix of six different seeds and grains including poppy seed, kibbled malted oat, buckwheat, sunflower seeds,brown linseed and golden linseed. It is ideal for those who like the crunch of seeds but enjoy eating a soft bread.

Kingsmill^® has a retail value of over £350 million and sells approximately 6.5 million loaves a week. It has been reporting double-digit growth year on year since 2008 - rising by 13.4% over the past three years. The brand's success is fuelled by the breadth of its range and its continued efforts to innovate to meet the varied needs of today's consumers.