Kingsmill has spotted a gap in the market and filled it with a new smooth loaf, baked with oats and wheat, branded Oatilicious. The firm said it has looked to what’s popular within the breakfast cereal market and has applied it to bread. “Oat-led products, combining the goodness of wholegrain oats with great taste, are already popular in other categories, but Kingsmill Oatilicious is the first branded loaf of its kind in the bread category,” said Michael Harris, Kingsmill marketing controller. Hitting the shelves this month, the loaf will be supported by a £1.3m marketing campaign. Looking at the health trend, research by Kingsmill revealed that 22% of food choices are made with health benefits in mind. However, as Kingsmill believed the health benefits of oats are well-known to consumers, it felt it should concentrate on the ’taste’ message when marketing.The loaf has been developed to fit into the ’healthier white’ segment of the market, now worth £186.5m (source: Nielsen).Taste tests showed consumers’ opinion of the product improved once they had tasted it, compared to their perception of what it might be like beforehand.
Holmwood Technical High, the Inter-secondary Schools Sports Association rural senior champions, will be seeking their eighth all-island title today when the 2015 season comes to an end today with the national finals at Clarendon Park in May Pen. Action starts at 1 p.m. with the junior final between Denbigh and Gaynstead. The senior final will follow between Holmwood and Camperdown, the urban champions. It should be an epic encounter between seven-time Holmwood and Camperdown. Holmwood will start favourites after they scored a one-sided win over Titchfield High in the rural finals. Camperdown, on the other hand, were pushed to extra-time by St Hugh’s. Both coaches are upbeat going into today’s encounter. “We do not expect anything less than a victory,” Holmwood’s coach, Carlene Graham-Powell, said. She added: “Our girls play hard every time they take the court, and I expect another good game from them, and I have no doubt that they will be victorious today.” Goal shooter Tracyann Francis of Holmwood was outstanding in the rural senior final and will be a key player for Holmwood today. A majority of the Camperdown players have been playing together for the past five years and four have represented the country at the junior level. Coach Wayne Stewart thinks this is a plus for his team. “We did not see Holmwood on Tuesday … but our girls are ready for the occasion. They have played together for a number of years and have gelled well, and we are confident that Camperdown will win their first all-island title,” Stewart said. Goal shooter Idara McCarthy and goal attack Ramona Lawrence will be key players for Camperdown. Denbigh will be appearing in the junior final for a third straight final, and after losing back to back to Queen’s, they will be hoping to win against first-time finalists Gaynstead. “Our team is a very young one … but I expect them to win and make up for their disappointment in the past two years where they lost to Queen’s,” said Janice Walker, coach of Denbigh. Sports coordinator Derrick Brown of Gaynstead is also looking forward to a victory for his girls. “The girls are very confident and I have no doubt in my mind that they will win. As long as they stay focused and follow instructions, they should go all the way,” said Brown.