Allied Bakeries has unveiled plans for its Kingsmill Head Start omega-3-enriched brand as it pushes into the functional foods market.

Jackie Harold, senior product manager for Kingsmill rolls and snacks, said the Head Start brand would be developed for many other products, with Allied soon to begin advertising.

Speaking as Kingsmill this week unveiled Head Start rolls, aimed at children, Harold said the taste of the Head Start bread and rolls was indistinguishable from that of normal Kingsmill bread, which would continue to be sold.

Production was little different from normal production, she said, apart from the need to ensure the fish-derived omega-3 did not contaminate other products.

The white rolls are produced at bakeries in Cardiff, Belfast and Orpington in Kent. Packs of six are already on sale in Sainsbury’s and Tesco. Head Start bread, enriched with omega-3, launched in July.