Seeds of change


ALLIED Bakeries, the company behind Kingsmill, has launched Kingsmill Super Seeds, a new everyday seeded loaf.

Available in 800g and 400g varieties, the loaf is made with a variety of seeds including linseed, sunflower, poppy and pumpkin, and is a source of Omega 3 alpha-linolenic acid, which helps to maintain healthy levels of cholesterol.

Quoting figures from Nielsen, Allied Bakeries said seeded bread is the fastest growing sector of the sliced bread market, gaining nearly 10% year on year in value last year.

• Kingsmill returned to TV screens last month with a new advert to support Kingsmill 50/50.

Seen through the eyes of nine-year-old Owen, the ad celebrates positive moments of contemporary British family life  – and the role that bread plays in those moments – with the slogan ‘Loaf’s Good’.