Allied Bakeries - Kingsmill: Kingsmill Tiger

Tiger bread is typically a white bread with a distinctive ‘tiger’ topping which gives a delicious flavour to the bread. In 2025 Kingsmill decided to introduce a Tiger loaf to their range but wanted to ensure it would meet the requirements for a source of fibre claim. 

White bread does contain fibre, but it is generally below the claim threshold of 3 grams per 100g. The Kingsmill bakers added wheat fibre to the recipe which means that [at 3.2g/100g we can make consumers aware that] it is a source of fibre while knowing that it still maintains the texture and delicious taste that consumers love. 

The distinctive pack includes a source of fibre logo, and the launch has been supported with a social media campaign and with shopper marketing.