Seeds, Flakes & Malts

While freshness, taste and price remain important drivers for bread choice, research has indicated that high fibre as seeds are important motivations and considerations at point of purchase.

Ingredients such as linseed, poppy, chia and sunflower seeds are popular both as inclusions and toppings. These additions not only meet the consumer desire for healthy ingredients but also for variety, added flavour and a more experiential and sensory stimulating offer.

Kells Wholemeal was one of the first companies in Ireland to distribute seeds, recognising both their health benefits but also the natural taste marriage with bread and bakery products.