Sheila Eggleston British Bakeries has taken its first steps into the fortification arena and launched vitamin enriched bread and rolls. The Mothers Pride V-Force range consists of 800g medium and thick white loaves (rsp: 65p), a six-pack of finger rolls (55p) and a nine-pack of mini lunchbox rolls (79p). Each contains vitamins C, D, B6 and B12, calcium and folic acid, and a "no bits" formulation specifically developed to appeal to kids. A £1.5m round of support includes TV ads from July featuring four animated superhero characters. Brands director Paula Moss said: "V-Force is aimed at households buying a lot of standard and value bread, and we hope this will encourage consumers to trade up. "Everything tells us mums are concerned about getting essential goodness into kids." The company's research, she said, suggests it could be bigger than Best of Both, which is now a £30m brand. Mothers Pride was chosen rather than Hovis because consumer research showed it was a better fit. Group brand manager Sarah Robertson said: "We were concerned this could have damaged Hovis' purist qualities." The range is initially available in Tesco, before rolling out to the other chains this month. {{P&P }}