Kingsmill Great White Bloomer

Source: Allied Bakeries

Kingsmill is entering the premium bread market with the unveiling of two new bloomers – a Great White Bloomer with Sourdough and Malted Bloomer.

The Great White Bloomer with Sourdough is described as a twist on a traditional white loaf with a recipe which ‘includes a hint of sourdough for a little extra flavour’. The Malted Bloomer, meanwhile, brings what Kingsmill calls ‘a more malty flavour’ to the table.

Both are available in selected Tesco and Asda stores with an rsp of £1.50. They’re sold in thick slices although a few millimetres slimmer than other bloomers to make them suitable for all family members, according to Allied Bakeries.

Both provide a source of fibre as highlighted on pack. This is part of Kingsmill’s wider commitment to ensure that more of its bread, rolls and savoury morning goods launched provide a source of fibre.

A gold crown Kingsmill logo is also featured on the packaging to help set them apart from the brand’s core range. The NPD will encourage consumers looking for a more high-quality loaf to look to the Kingsmill product range, Allied Bakeries said, noting that some shoppers were looking for premium, craft-style loaves.

Emma Eggleton, head of marketing at Allied Bakeries, said Kingsmill wanted to expand its offering to include “something a little bit special”.

“Our new bloomer loaves are full of delicious flavour, from sourdough to malt, and the perfectly developed slice thickness will allow both parents and little ones to enjoy,” she added. “This expansion of our portfolio is an exciting development for Kingsmill; offering consumers more choice and still delivering on our commitment to help the nation get more fibre in their diets.”