Kingsmill’s Nutritional Claim Controversy: A Deep Dive into the 50/50 Loaves
Kingsmill, a name synonymous with quality bread in the UK, has recently stirred up quite a conversation in the food industry. The brand has dropped its nutritional claim regarding the 50/50 loaves following a complaint from the Real Bread Campaign to the Advertising Standards Authority (ASA).
The Complaint Explained
The issue stems from the marketing claim that Kingsmill’s 50/50 bread contained “50% of your daily wholegrain in 2 slices.” However, the Real Bread Campaign argued that this assertion was based on USDA dietary guidelines intended for Americans, rather than adhering to official UK recommendations. Moreover, they pointed out that the term “whole grain” is absent from the Great Britain Nutrition and Health Claims Register, thus violating retained Regulation (EC) No. 1924/2006 on nutrition and health claims.
The ASA confirmed it received the complaint, and upon consultation with Kingsmill, it was confirmed that the claim would be removed swiftly from their website and advertising. An ASA spokesperson noted, “On that basis, we resolved the case informally.”
Kingsmill’s Response
Allied Bakeries, the parent company of Kingsmill, also confirmed the matter was resolved without formal action. A spokesperson stated, “As bakers, we’re passionate about the role that wholegrain plays in a healthy, balanced diet and are proud that Kingsmill 50/50’s blend of white and wholemeal flour has proved so popular with families across the UK since it launched almost 20 years ago.” The spokesperson emphasized the brand’s commitment to providing clear and accurate information for customers.
The Backstory: A Recipe for Confusion
In April, the Real Bread Campaign made a direct request to Allied Bakeries to amend the claim to reflect an accurate “12.7% of your recommended daily dietary fibre in 2 slices.” Allied acknowledged that the original claim referred to US guidelines. However, they highlighted that there isn’t a formal UK equivalent for wholegrain consumption or dietary fibre recommendations.
Despite the lack of legal references on fibre intake in the UK, Allied Bakeries had already been using a “Source of Fibre” statement on their website. The Real Bread Campaign turned to the ASA after Allied Bakery failed to address the disputed claim within a suitable timeframe.
In April, a broader debate came to a halt when Defra published its guidance on “Bread and flour: labeling and composition.” This clarified that while half-and-half loaves cannot be labeled as “wholemeal bread,” the term can still be used in product descriptions, provided it is clear in context.
Kingsmill’s Market Standing and Future Directions
Currently, Kingsmill stands as the third largest brand in the wrapped bread market, trailing behind Warburtons and Hovis. Just recently, reports surfaced indicating discussions between Allied Bakeries and Hovis owner Endless about a possible merger between the two bread giants. The outcome of these talks remains to be seen, and the food industry is abuzz with speculation regarding potential market impacts.
In Conclusion: Transparency is Key
Kingsmill’s recent decision to drop its nutritional claim illustrates the increasing scrutiny food brands face regarding transparency and accuracy in marketing. As consumers become more health-conscious and informed, the need for brands to provide clear and truthful information becomes paramount.
For more information on nutrition and food labeling regulations, you can explore resources from the Food Standards Agency or the Real Bread Campaign.
In this evolving market landscape, it’s crucial for brands like Kingsmill to stay ahead of the curve—not just in terms of product quality, but also through responsible marketing practices. After all, trust and clarity are the bread and butter of consumer loyalty.
