Kingmsill, the fresh thinking local bread brand today launched a new white bread offering, Great White, with the help of International rugby champion and family man, Rory Best.
The loaf, which looks smells and tastes like white bread is boosted with wheat fibre to give it as much fibre as wholemeal bread, providing a healthier alternative for families without compromising on taste. It is great news for the NI public as almost half (47%) of people either don’t know or don’t think they are getting enough daily fibre in their diet[i].
To celebrate the launch of the new product, an oversized breakfast table, made of bread, has been created by acclaimed artist Nathan Wyburn of Britain’s Got Talent fame and unveiled in Victoria Square shopping centre.
The table, which is the first of its kind in Northern Ireland, measures 10ft in length has been made using in excess of 800 pieces of Great White bread to create the surface of the table and base of each chair.
Commenting on the Kingsmill Great White launch, Elva O’Connor, Senior Brand Manager for Allied Bakeries explained: “We are delighted to be launching our Kingsmill Great White bread in this unique way. The breakfast table is at the heart of the home and the centre of the family, just like Kingsmill Great White, so our oversized breakfast table provides the perfect way to help us make consumers aware of this new product.
“We know that the Northern Irish public favours white bread and it has become a daily staple in many people’s diets, but we also know that consumers want to ensure that they are meeting the nutritional needs of their family.
“Fibre is an important part of a healthy diet and currently 7 out of 10 men and 9 out of 10 women[ii] do not eat the recommended 25g of fibre each day[iii]. We wanted to create an innovative product that would provide consumers with a healthier alternative to a white loaf by offering the same fibre as wholemeal bread, but without compromising on that delicious white bread taste or texture – and we’re delighted with the results!”
— Love Belfast (@love_belfast) March 19, 2014
Kingsmill ambassador and International rugby star, Rory Best added: “As a dad and sports person, maintaining a healthy diet for myself and my family is very important to me. White bread has always been a favourite in my family, although it does not provide the daily fibre that we all need. This new product means that my family can all enjoy the taste of white bread – without feeling guilty about eating it.”
Creator of the Kingsmill bread table Nathan Wyburn, also added: “I’m delighted to have been asked by Kingsmill to be part of the launch of their Great White bread. This is my first time in Northern Ireland and it’s a great honour to be part of making the first oversized bread table of its kind. It’s certainly created a lot of attention from the public and really does have that wow factor!”
The Kingsmill Great White bread table will also be in Foyleside Shopping Centre in Derry~Londonderry this Friday 14th March from 2-5pm for consumers to view.
For more information on the campaign go to www.facebook.com/kingsmill