Kingsmill slices through confusion in seeded category

Kingsmill is launching a new range of seeded bread to appeal to consumers usually put off by seeded loaves.

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The range of three seeded loaves comes in varying textures including a smooth loaf, which the bread maker claims has all the nutrition benefits of seeded bread, and heavily seeded loaf.

Chris Heyn, Kingsmill brand manager, says the positioning of the range is based on insight that says mums want to buy seeded bread but kids won’t eat it.

The range includes The Really Seeded One, The Lightly Seeded One and The Secretly Seeded One with the message that the Associated British Foods-owned brand provides “the texture just right for you, and your family”.

Heyn says Kingsmill has deliberately used simple language to describe exactly what the range offers because there is often confusion within the seeded bread category.

He adds: “We’re aiming to cut through the confusion within the category and make it obvious what the product is and make the purchase decision easier for consumers,” he says.

Kingsmill will focus its launch marketing activity in stores and recently appointed Fosbury Marketing to handle shopper marketing and a sampling campaign. It is also launching a digital campaign to encourage trial.

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