UK – Allied Bakeries-owned Kingsmill, a top ten UK grocery brand, will tap into interest in vitamin fortification with a new loaf of bread, part of its 50/50 range.

According to FoodBev, the Kingsmill 50/50 Vitamin Boost contains seven different kinds of vitamins and minerals – including iron and vitamin B6, which contribute to the normal function of the immune system; calcium and vitamin D for healthy teeth and bones; and niacin and vitamin B1 for energy release.

Allied Bakeries claims that two slices of Kingsmill 50/50 Vitamin Boost provide 30% of the reference intake of iron, vitamin B6, thiamin, niacin and vitamin D and 38% of the reference intake for calcium and folic acid.

“Health is a key driver of grocery innovation and Kingsmill 50/50 Vitamin Boost is a significant innovation in the bread category, which needs to keep meeting ever-changing population and household needs.

Kingsmill 50/50 is already associated with health and Kingsmill 50/50 Vitamin Boost helps families up their daily vitamin and mineral intake while giving retailers the chance to leverage health benefits to drive category growth,” said Kingsmill’s Head of Marketing, Matthew Cullum.

Kingsmill 50/50 Vitamin Boost will be available in the UK in eye-catching packaging with clear health messaging signposted on the front of pack.

Allied Bakeries also launched its Allinson’s wholemeal bread label, along with a new size of loaf that had specifically been designed to meet the needs of smaller households.