Allied Bakeries has launched a range of seeded Kingsmill loaves, including a smooth seeded loaf the first in the UK, according to the firm. The three lines: The Secretly Seeded One, The Lightly Seeded One, and The Really Seeded One, will be rolled out across the UK this month.
Kingsmill hopes the new lines will enable it to capitalise on the growing trend for seeded bread. The new products will be backed by a £700,000 marketing campaign and price promotions to drive awareness and trial of the range, said Kingsmill. They have been developed following market research that pointed to the fact that a number of different consumer groups would like to enjoy the benefits of seeded bread but without the bits. The Secretly Seeded One is smooth, but contains finely milled seeds and grains (maize, millet and golden linseed), while The Lightly Seeded One features a sprinkling of seeds and grains, and The Really Seeded One contains a generous portion of mixed seeds and grain.