Kingsmill strengthens its seeded range with 50/50 innovation

Two unique fusion loaves are set to drive a new wave of category growth, according to Kingsmill, combining healthier white and seeded to create  Kingsmill 50/50 Multi-Seed and Kingsmill 50/50 No Bits Multi-Seed – available in supermarkets nationwide from 4 February, RRP £1.35.

The Kingsmill 50/50 No Bits Multi-Seed is baked with milled sunflower, oats and linseed, giving the benefits of wholegrain from a 50/50 flour base with protein and fibre from seeds – all for a soft slice without any of the “bits”.

Kingsmill’s 50/50 Multi-Seed is baked with sunflower, pumpkin and linseeds, a tasty seeded loaf with the added benefit of wholegrain from a 50/50 flour base. The loaf is also a source fibre, protein and omega 3.

The Multi-Seed duo range has been specifically developed in response to two dominant trends at play in the category: the growth of healthier white bread, which has been driven by Kingsmill’s own 50/50 (+18.9 per cent YoY), and the growth of seeded (+11.4 per cent YoY), now the fastest growing area of bread with 239m loaves sold each year, growing 11.4 per cent YoY – its now mainstream consumer appeal stemming from a combination of taste and health perceptions.

However, with 87 per cent of seeded bread currently baked with a white flour base, these Kingsmill 50/50 Multi-Seed loaves take the benefits of seeded bread and provide additional daily wholegrain alongside fibre and protein.

Matthew Cullum, Marketing Director at Kingsmill, explains: “It taps into two growing areas of bread: healthier white and seeded. The result is a quality, great value-branded range, which we know is on trend for our core audience in particular, helping them make that healthy swap.”

The launch will be supported by a major integrated marketing campaign spanning all key consumer touchpoints, including shopper, TV, radio, OOH, digital, PR and influencer support. The new loaves will also feature as part of Kingsmill’s sponsorship of The Simpsons on Channel 4 and All4. From February, TV idents around the show will broadcast the launch into millions of homes each week.