Omega-3 enriched products are ten a penny these days, but Allied Bakeries' Kingsmill Head Start looks likely to have more staying power than most. The bread is positioned as an easy way for consumers to boost Omega-3 levels without having to make drastic changes to their diet. It will especially appeal to parents looking at ways of introducing the essential fatty acids into their childrens' diets through stealth tactics. As well as a loaf, the company has recently introduced Omega-3 rolls to give parents even greater choice.

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