Jackson’s Bakery is looking to tap consumer demand for seeded loaves with the introduction of another bloomer to its Yorkshire’s Champion Bread line-up.

The loaves have just rolled out to Waitrose exclusively at an introductory price of £1.32. The regular recommended retail price is £1.65.

Jackson’s said the loaf has one of the highest seed counts on the market, at 16%, with linseed, millet, sunflower, pumpkin and poppy. The new loaf is also palm oil-free like the rest of the Jacksons Yorkshire’s Champion range.

“People are becoming more conscious about adding nutrients and fibre to their diets and are looking for simple ways to help this, which is why we have evolved our range to include a loaf that makes this easier for them,” explained marketing manager Deborah Dyson.

Bloomer-style loaves have been attracting attention from plant bakeries in recent years, with businesses including Roberts and Warburtons adding them to their ranges. Baking tins suppliers have reported growing demand for bloomer tins.