Kingsmill has introduced a soft white loaf with as much fibre as wholemeal.

Kingsmill Great White has been developed for consumers who love white bread but are put off by negative health images of the product in the media. Kingsmill hopes to bring these consumers back to white bread and drive category growth. Manufacturer Allied Bakeries claims that eating two slices of Kingsmill Great White a day instead of normal white bread could increase fibre intake by 3g. The launch is being backed by a £6.7m marketing activity in the first year included dedicated TV advertising featuring John Thompson.

The company is also giving independent retailers the chance to win a white van filled with new products via The competition is open until 1 August 2014.