Kingsmill has announced the launch of Kingsmill 50/50 Vitamin Boost.

Offering the same taste of Kingsmill 50/50, the new loaf product contains iron and vitamin B6, vitamin D, as well as niacin and vitamin B1 for energy release.

Kingsmill’s head of marketing, Matthew Cullum, said: “Health is a key driver of grocery innovation and Kingsmill 50/50 Vitamin Boost is a significant innovation in the bread category which needs to keep meeting ever-changing population and household needs.

“Kingsmill 50/50 is already associated with health and Kingsmill 50/50 Vitamin Boost helps families up their daily vitamin and mineral intake while giving retailers the chance to leverage health benefits to drive category growth.”

Kingsmill 50/50 Vitamin Boost is also available in new packaging with clear health messaging sign-posted on the front of pack.

The new loaf will be supported as part of a national marketing campaign for the whole Kingsmill brand with Heart radio.  From September, the seven-month partnership will see Kingsmill featured on the station in a multi-format approach, including school run sponsorship, promotional trails, competitions and brand advertisements.