At the Baking Industry Exhibition, Ireks launched Avena Vital mix. With more than 60% of oats in the mix, it is designed to offer a healthy-looking and tasting loaf.

Avena Vital is said to contain a high percentage of wholemeal oat flour, thick rolled oat flakes and coarse oats. Additionally, it also includes sunflower seeds and yellow linseeds, for goodness, plus aromatic brewing malt, made by Ireks at its own malthouse.

Neil Woods, UK sales manager, said: "Avena Vital is a bread where you can really experience the full taste of oats. As well as their special taste and numerous valuable ingredients, they are now being rediscovered by more and more consumers."

Ireks specialises in mixes, improvers and brewing malts and supplies to over 70 countries.