Kingsmill enters the premium bread market with the unveiling of two new bloomers – a Great White Bloomer with Sourdough and Malted Bloomer.
The Great White Bloomer with Sourdough is described as a twist on a traditional white bread with a recipe that “includes a hint of sourdough for a bit more flavor.” The Malted Bloomer, on the other hand, brings what Kingsmill calls “more malty flavor” to the table.
Both are available in select Tesco and Asda stores with an RSP of £1.50. They are sold in thick slices although a few millimeters thinner than other bloomers to make them suitable for all members of the family, according to Allied Bakeries.
Both provide a source of fiber as indicated on the package. This is part of Kingsmill’s wider commitment to ensure that more of its launched breads, rolls and morning savory products provide a source of fibre.
A Kingsmill gold crown logo is also featured on the packaging to distinguish them from the brand’s main range. The NPD will encourage consumers looking for higher quality bread to look to Kingsmill’s range of products, Allied Bakeries said, noting that some shoppers were looking for higher quality, artisan-style breads.
Emma Eggleton, head of marketing at Allied Bakeries, said Kingsmill wanted to expand its offering to include “something a little bit special”.
“Our new bloomer loaves are packed with delicious flavors, from sourdough to malt, and the perfectly developed slice thickness will allow parents and toddlers to enjoy,” she added. “This expansion of our portfolio is an exciting development for Kingsmill; providing consumers with more choice while delivering on our commitment to help the nation get more fiber in their diets.