BREAD brand Kingsmill has expanded its 50/50 range with the launch of new 50/50 Vitamin Boost bread.
The loaf combines the 50/50 taste of white bread with 50% whole grain flour, with an additional boost of vitamins and minerals.
50/50 Vitamin Boost bread contains 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.
Two slices of the loaf provide 30% of the reference intake of iron and vitamin B6, as well as 38% of the reference intake for calcium and folic acid.
The new loaf will be supported through a national marketing campaign with Heart radio as part of a sponsorship of the station’s ‘school run’.
The seven-month partnership will see Kingsmill featured on the station in promotional trails, competitions and advertisements which are expected to reach 14m people.
Kingsmill 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.
“Heart is the ideal partner for extending Kingsmill’s Loaf’s Good campaign. We’re aiming to disrupt the everyday by delivering messages supporting the core brand.”
