Kingsmill gets Omega-3 boost
fortified bread to help it compete in an increasingly
health-oriented market.
Consumption of bread has fallen in recent years, forcing manufacturers to devise new ways to target health-conscious consumers and keep up with the trend for nutritional foods.
Omega-3 fatty acids are widely believed to lower the risk of cardiovascular disease (CVD), improve joint health and boost mood.
The new loaf will be targeted at children who are traditionally reluctant to include omega-3 rich sources, such as oily fish, in their diet.
Allied Bakeries marketing director Jon Wilson said: "Kingsmill has listened to the demands of consumers and developed two unique products that address genuine consumer needs."
Bread is a typically popular choice for addressing dietary deficiencies as the added nutrients are distributed evenly through the product and can be added easily in the manufacturing process.
The launch of the Head Start product is combined with a new Crusts Away loaf, also designed for children.
Crusts Away is a brightly-packaged, crustless loaf for kids who balk at eating crusts.
Kingsmill claims to be the first baker to produce a crust-free loaf and offer a white or wholegrain variety.
The dual launch of the children's breads will cost the company £5m (€7.4m) in advertising and promotion.
According to figures released by Allied Bakeries, the UK bread market is worth £1.44bn (€2.13bn) with a yearly growth of 8 per cent.
The functional foods market which includes products such as fortified breads is worth an estimated £1.1bn (€1.6bn).
