‘Slice of Kindness’ pledge from Kingsmill

Leading bakery brand Kingsmill has announced a major new multi-pillar pledge to make a positive difference to local communities, the nation’s health, and the planet.

The Kingsmill ‘Slice of Kindness’ Pledge will see the roll out of multiple new initiatives under the brand’s health, social and environmental manifesto.

These include a new relationship with Save The Children to help tackle child poverty in the UK; the Kingsmill Kindness Fund to provide financial support in local communities; Fibre focus – dedicated product solutions to help increase the UK’s fibre and wholegrain intakes; Championing kerbside collections for bread bags and other soft plastics sooner than 2026 and packaging innovations and a recycled content first for bread bags.

“We are embedding Kingsmill’s ‘Slice of Kindness’ throughout our business as a formal commitment to take our previous work to the next level with significant new initiatives,” Chris Craig, Kingsmill’s joint managing director, said.

“We are committed to moving quickly where we can make a big difference. We are collaborating wherever possible with great fit partners including our packaging suppliers and customers to support positive change.”

Welcoming Save the Children as a new partner, Kingsmill will support the charity to help ensure that the nation’s most disadvantaged children have access to early learning packs, supermarket vouchers and household essentials.

In addition to donating a minimum of £150,000 in the first year, Kingsmill will support the partnership with a 12-month sponsorship of The Simpsons on Channel 4, ad campaigns, a special charity loaf and adding the Save the Children logo to packaging and its distribution fleet.

A Kingsmill Kindness Fund has been set up to work with local communities in parallel to this, looking to financially support and reward both ‘superstars in our neighbourhoods’ who make a difference every day, as well as Kingsmill employees who volunteer in areas close to their heart.

The brand has announced a trail, introducing recycled content into Kingsmill 50/50 No Crusts packaging as of this September, claiming that they will be the first bakery brand to hit the milestone.

Craig added: “We really want people to know that Kingsmill bread bags are recyclable. We believe that the UK needs an infrastructure to support a sustainable plastics economy, one where recyclable plastic such as bread bags can be collected from outside people’s homes and taken for recycling.

“For now, though, we urge everyone to take these bags to their nearest in-store recycling points at larger supermarkets. The more everyone uses this facility, the more recycled material there will be to use in packaging innovations that use recycled rather than virgin plastic.”