ALLIED BAKERIES is launching two new Kingsmill loaves.
Crusts Away! is available as both a white loaf and wholegrain variant, while Head Start with Omega 3 aims to top up Omega 3 levels in children's diets.
Allied Bakeries says it is investing more than £5m behind the launch of the two loaves.
It predicts Crusts Away! will double the size of the crustless sector.
RRP Crusts Away! £1.10; Head Start £1.19
Tel 0800 316 0092