Kingsmill is launching a posher range of loaves.
The brand has unveiled a duo of ‘luxury’ bloomers: Great White Bloomer with Sourdough, and Malted Bloomer.
The former was “a twist on a traditional white bake with a recipe which includes a hint of sourdough for a little extra flavour”, said the brand.
The latter, meanwhile, “takes on a more malty flavour”, it said. Both are billed as a source of fibre, tying into a wider commitment by the brand to do so with the majority of its bread, rolls and savoury morning goods.
Kingsmill said it had “sliced the bloomers to the perfect thickness for all the family”, which resulted in “a delicious extra thick slice, but a few mm slimmer than other bloomers on the market so as to be manageable for younger members of the family”.
The duo have rolled into Tesco and Asda (rsp: £1.50)
Their packs are adorned with a new premium gold crown logo to “drive quality credentials” and differentiate the loaves from the core range.
The brand “wanted to expand our offering to include something a little bit special”, said owner Allied Bakeries head of marketing Emma Eggleton.
“This expansion of our portfolio is an exciting development for Kingsmill, offering consumers more choice and still delivering on our commitment to help the nation get more fibre in their diets.”
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