Allied Bakeries rolls out Kingsmill Super Seeds loaf

Allied Bakeries has launched a Kingsmill Super Seeds loaf to tap into the appeal of seeded breads for families.

Available now, the loaf has two varieties – 800g and 400g – priced at £1.25 and 75p respectively. The loaf is made with a selection of seeds, including linseed, sunflower, poppy and pumpkin.

Allied said the loaf was a source of fibre, as well as omega 3 alpha-linolenic acid, which helps maintain healthy levels of cholesterol.

The Kingsmill Super Seeds loaf will be displayed in purple and yellow packaging with a clear window to show shoppers it is “bursting with seeds”.

The launch follows good growth in seeded breads, with Nielsen revealing this was the fastest-growing sector of the sliced bread market last year, gaining nearly 10% year on year in value.

“In researching Kingsmill Super Seeds, we realised there were 8.3 million households buying Kingsmill and Seeded bread.  With no everyday Kingsmill seeded option, this was an obvious gap in choice for shoppers,” said Allied Bakeries head of marketing Matthew Cullum.

“This new product gives consumers the option of buying their favourite brand in a delicious seeded variant at an accessible price, while giving retailers the chance to leverage the strength of the Kingsmill brand and drive value in the category.”

Kingsmill has also launched a new TV advert to support its 50/50 bread, running from 5 February for four weeks. The £1.5m campaign celebrates the positive moments of contemporary British family life with the slogan ‘Loaf’s Good’.

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