Kingsmill has launched Super Seeds, a new everyday seeded loaf.

Kingsmill Super Seeds is a crunchy, seeded loaf available in 800g and 400g varieties. Made with a variety of seeds, including linseed, sunflower, poppy and pumpkin, it is not only a source of fibre but is also a great source of Omega 3 alpha-linolenic acid, which helps to maintain healthy levels of cholesterol. What’s more, 30% (Kantar Worldpanel Usage 52 w/e 16th Aug 17) of consumers choosing to buy seeded bread for health reasons and 64% (Toluna, Dec 2017) planning to buy loaves which contain fibre.

Seeded bread is the fastest growing sector of the sliced bread market, gaining nearly 10% (Nielsen Scantrack 52 w/e 16th Dec 2017) YoY in value last year. Kingsmill’s head of marketing, Matthew Cullum, said: “Kingsmill has always been a popular bread brand, bought by 3 out of 4 households in the UK. In researching Kingsmill Super Seeds, we realised there were 8.3m households buying Kingsmill and Seeded bread. With no everyday Kingsmill seeded option, this was an obvious gap in choice for shoppers. This new product at last gives consumers the option of buying their favourite bread brand in a delicious seeded variant at an accessible price, while giving retailers the chance to leverage the strength of the Kingsmill brand and drive value in the category.”

Kingsmill Super Seeds is available now with a RRP of £1.25 (800g) and 75p (400g).