Allied Bakeries’ Kingsmill brand adds new vitamin-fortified loaf

Allied Bakeries-owned Kingsmill will tap into interest in vitamin fortification with a new loaf of bread, part of its 50/50 range.

Kingsmill 50/50 Vitamin Boost contains seven different kinds of vitamins and minerals – including iron and vitamin B6, which contribute to the normal function of the immune system; calcium and vitamin D for healthy teeth and bones; and niacin and vitamin B1 for energy release.

Allied Bakeries claims that two slices of Kingsmill 50/50 Vitamin Boost provide 30% of the reference intake of iron, vitamin B6, thiamin, niacin and vitamin D and 38% of the reference intake for calcium and folic acid.

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 will be available in the UK in eye-catching packaging with clear health messaging signposted on the front of pack.