Kingsmill's latest tag-line is putting "fresh" in everything. I think it's called the "fresh thinking" campaign. Apparently, sandwiches and bagels are "fresh ideas" for bread.
Also, the fact a company that makes refined, highly processed, chemical-laced food and sells it pre-made en-masse can try and associate its product with "freshness" is laughable.
I mean, this is an ingredient list for one of their products:
"Wheat Flour (33%), Wholemeal Wheat Flour (33%), Water, Yeast, Salt, Vinegar, Soya Flour, Vegetable Oil, Emulsifiers: E471, E472e; Preservative: Calcium Propionate (added to inhibit mould growth); Flour Treatment Agent: Ascorbic Acid (Vitamin C)."