Family favourite celebrates launch of Kingsmill 50/50 Multi-Seed with Kingsmillion Dance Challenge on TikTok

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Family favourite, Kingsmill, has teamed up with British dance collective, Diversity, to kick off a six-week TikTok challenge – the next inspiring phase of its 50/50 Multi-Seed launch.

The partnership, which aims to help families everyday swaps fun and easy, comes as new Kingsmill research reveals over 3.1 million people in Britain now go on TikTok to maintain a healthy and active lifestyle and more than 5.2 million choose dance as their favourite type of exercise.

Now, The Kingsmillion Dance Challenge is set to take the trend even further. The six-week dance tutorial event is open to all ages and abilities and features a 60 second routine to master, led by Diversity’s Ashley Banjo, Perri Kiely and Nathan Ramsay. 

From Friday 26 March, choreographed routines will be released on TikTok weekly, encouraging the nation to dance their way to a combined one million minutes of active fun.

It will culminate in a virtual all-access live final in May, where participants will also get the chance to win prizes, including VIP tickets and ‘meet & greet’ backstage passes to the Diversity Tour 2022. 

The partnership represents the next phase of Kingsmill’s 50/50 Multi-Seed and 50/50 No Bits Multi-Seed (RRP £1.35) launch. Introduced nationwide in February, the two new loaves are made for families who are looking to find tasty ways to eat more wholegrain and make healthy switches in their diet.

Combining two of the largest bread categories – Healthy White, driven by Kingsmill’s own 50/50 range (+18.9% YoY) and Seeded, as the fastest growing area of bread (+11.4% YoY), Kingsmill aims to broaden the appeal of seeded bread to families, a shopping group that currently undertrades in the seeded category.

Matthew Cullum, marketing director at Kingsmill, explains: “Our study found that over a third of UK adults (36%) are looking for ways to eat more healthily. Our new 50/50 Multi-Seed

loaves help shoppers to manage a healthy balanced diet, whilst still benefitting from the convenience and versatility bread offers.

“But what we eat is just one part of a healthy lifestyle. It’s important that we keep active, too. Our partnership with Diversity, and the launch of the Kingsmillion Dance Challenge, aims to get families moving in a fun way, whilst also providing inspiration on how they can make healthy swaps to provide nutritional meal solutions.

“Ultimately, by raising awareness and relevance of seeded bread, we hope to increase penetration with a previously untapped audience, to drive overall category growth.”

Speaking about the debut partnership with Kingsmill, Diversity’s Ashley Banjo, said: “We know it can be hard for the whole family to find new ways to get active as part of a healthy, balanced lifestyle – especially after the year we have all experienced.  It’s about eating well and moving our bodies as much as we can, and that’s why dancing is so great.

“Kingsmill’s research found that people love to dance because it helps improve fitness and co-ordination, and they view it as a fun form of exercise.  That’s what the Kingsmillion Dance Challenge is all about.  Our total goal is one million minutes of dance across six weeks, and we reckon Britain’s got what it takes to smash it!”

With 87% of seeded bread currently baked with a white flour base[3], Kingsmill 50/50 Multi-Seed range of two new loaves offer something different for shoppers. Made with 50/50 white and wholemeal flour they provide the benefit of hidden wholegrain, as well as a source of fibre and protein from the seeds.

The ‘No Bits’ variant offers a new level of choice within the category for families with fussy eaters, or for people who just hate the ‘bits’ in seeded bread. Rather than the full-sized pumpkin, sunflower and, linseeds of the ‘Bits’ loaf, the ‘No Bits’ loaf offers a soft and smooth slice with finely milled seeds which add fibre and protein, plus it has wholegrain from the 50/50 flour.