Kingsmill is stuffing an extra loaf into its bread portfolio on July 3 ­ one that looks and tastes like a white loaf but is baked with one-third wholemeal flour. Kingsmill Whole White has been developed to help mothers persuade their families to eat more healthily. The company's research showed that mothers' efforts to substitute healthier versions of everyday foods such as bread were not popular with children. They tended to dislike wholemeal bread because of its dark colour, stronger taste and bits'. Consumers can see that the 800g square cut loaves, which are available in both medium and thick cut, look white through transparent cut-out character packaging. The launch will be backed by TV and radio advertising in August, as well as instore activity. This will include tastings, coupons and introductory promotions. {{MARKETING - P&P }}