Guide: how bread meets the growing demand for variety in easy everyday health

At a time when 9 in 10 shoppers claim to be taking action to be healthier*, finding ways to offer a range of products that give people easy and affordable healthy options is a must. 

Bread is one of the nations favourite staple foods (97% of the population already buy it**) and so it is uniquely placed to deliver nutrition in way that is enjoyable and versatile enough for the whole family to enjoy.  

To help you make informed choices when thinking about the right range for you and your customers,  here is a quick guide to navigate the different benefits offered by each type of bread. 

Healthier White 

The ‘healthier white’ bread category now accounts for 7% of the impulse bread market and has emerged in the last 10 years driven by consumer demand for healthier alternatives that the whole family will enjoy.  Look out for those with whole grains as these are an important part of a balanced diet (wholegrains are a packed with fibre, protein, vitamins and minerals). 

It can be hard to find a way to get kids to eat whole grains but the nation’s favourite healthier white loaf (Kingsmill 50/50***), is made with 50% white flour and 50% wholemeal flour, so it provides wholegrain but also appeals to children as it has no bits!  It is a great all-rounder which appeals to all the family and still delivers the delicious softness of white bread.

Healthier White with added vitamins & minerals

An exciting new addition to the category in 2018 was Kingsmill 50/50 Vitamin Boost, taking learnings from successful fortified products in other categories (e.g. yogurts) and translating that into an easy to understand proposition for bread.  It has already been bought by over a million households and is showing strong year on year growth as awareness of the product grows as a consequence of significant investment in TV advertising. 

It offers the same benefits as Kingsmill 50/50, providing whole grain+ and a source of fibre, but also has 7 vitamins and minerals in every slice+:

• Source of Iron and vitamin B6 to support the immune system+ 

• Source of Calcium and Vitamin D for healthy teeth and bones+

• Source of Niacin and vitamin B1 for energy release+

• Source of Folic acid+

Wholemeal

Wholemeal bread is another fantastic source of wholegrain and a great source of fibre.  Wholemeal is a real opinion divider.  Not to steal Marmite’s thunder, some people love it, some people hate it.  Having said that, it is bought by over 13 million# people a year and is an established favourite for many.  During the period of lockdown wholemeal has moved back into growth, a trend we expect to continue.  

Whilst most people buy wholemeal for health (predominantly for the fibre), the majority of Kingsmill Tasty Wholemeal buyers state that the number 1 reason they buy it is for taste^, so there doesn’t have to be a compromise.

Seeded bread

For those who like extra taste and crunch, seeded breads are a great choice. Plus all those seeds and grains provide a range of vitamins and minerals too. Look out for loaves with essential omega-3 (ALA) such as Kingsmill Super Seeds&. Most seeded breads provide a source of fibre too. This is the fastest growing segment of the bread market and an important part of any bread range.

Sources and references

*IGD Post coronavirus (COVID-19): how could health and wellness evolve. Navigating beyond Coronavirus in the UK. May 2020

**AC Nielsen, Homescan data, MAT impulse sector, data to 13th June 2020

***Kingsmill 50/50 has 48% market share and is the number 1 performing SKU in terms of volume and value in the UK market. AC Nielsen – Scantrack data – MAT total, data to 13th June 2020

#AC Nielsen Scantrack data, MAT total market, data to 13th June 2020

Kingsmill 50/50 Vitamin Boost has 33% wholegrain and two slices provide 30% of the reference intake of vitamin D, niacin, vitamin B6 and iron; 38% of the reference intake for calcium and thiamin; and 48% of the reference intake for folic acid.

• Iron and vitamin B6 contribute to the normal function of the immune system

• Thiamin (vitamin B1) and niacin contribute to normal energy-yielding metabolism

• Vitamin D and calcium contribute to the maintenance of normal bones and teeth

^AC Nielsen Homescan Survey December 2019 Data: 104 weeks ending 2th November 2019 

&A daily serving of 2 slices of Kingsmill Super Seeds provides 1.2g Omega 3 (ALA) which is 60% of the Recommended Daily Intake (RDI). [This is equivalent to 2.0g Omega 3 (ALA) per 100g/100% RDI].

Omega -3 ALA helps to maintain healthy levels of cholesterol in your body. You should aim to eat 2g of Omega 3 ALA a day as part of a varied and balanced diet that’s low in saturated fat.