Kingsmill enters premium bread market with new loaves

Kingsmill has expanded its bread portfolio by adding two new premium, craft-style bloomers.

Kingsmill launched the two new loaves, The Great White Bloomer with Sourdough and the Malted Bloomer, as shoppers are increasingly looking for craft-style bread.

The white sourdough bloomer is a twist on a traditional white bake, the recipe includes a hint of sourdough for extra flavour and is a source of fibre, unlike most other white loaves on the market. The malted bloomer gives a more malty flavour and is also a source of fibre.

Emma Eggleton, head of marketing at Allied Bakeries, said: “Our new bloomer loaves are full of delicious flavour, from sourdough to malt, and the perfectly developed slice thickness will allow both parents and little ones to enjoy, offering consumers more choice and still delivering on our commitment to help the nation get more fibre in their diets.”

The bloomers are sliced a few millimetres slimmer than other extra-thick bloomers on the market to make the bread more manageable for younger members of the family.

The new products are available in Tesco and Asda stores across the UK.