Associated British Foods has extended its Kingsmill bread range in the UK to include three seeded loaves.

Backed by a GBP700,000 (US$1.1m) marketing campaign and price promotions, the new range will be rolled out in stores this month. The firm said yesterday (11 January) that it is hoping to “capitalise on the expansion of the seeded bread market”, which it said has grown 7.1% in the last year.

The range includes The Secretly Seeded One, 800g with an RRP of GBP1.49; The Lightly Seeded One, 800g with an RRP of GBP1.49; and The Really Seeded One, 800g with an RRP of GBP1.49. This is also available in a Little Big Loaf format, 470g with an RRP of GBP0.95.

Guy Shepherd, category director for ABF’s Allied Bakeries, arm said: “Many consumers who are open to the idea of seeded bread are put off by the number of seeds in the bread and would like a seeded loaf with fewer bits. Using effective packaging to make things simpler for consumers that are looking for seeded bread in store is really important. This has driven the creation of a new range of three loaves each with a different level of texture.”

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By GlobalData