Bread brand Kingsmill has launched Kingsmill Super Seeds, a crunchy, seeded loaf available in 800g and 400g varieties.

Made with a variety of seeds, including linseed, sunflower, poppy and pumpkin, it is not only a source of fibre but is also a source of Omega 3 alpha-linolenic acid, which helps to maintain healthy levels of cholesterol.

Kingsmill’s head of marketing, Matthew Cullum, commented: “Kingsmill has always been a popular bread  brand, bought by 3 out of 4 households in the UK. In researching Kingsmill Super Seeds, we realised there were 8.3m households buying Kingsmill and Seeded bread. With no everyday Kingsmill seeded option, this was an obvious gap in choice for shoppers. This new product at last gives consumers the option of buying their favourite bread brand in a delicious seeded variant at an accessible price, while giving retailers the chance to leverage the strength of the Kingsmill brand and drive value in the category.”

Kingsmill Super Seeds is available in packaging with a clear window on top that reveals a crust topped with crunchy seeds to make it easy to spot on shelves.