East End Linseed in a 100g pack are whole linseeds (also called flaxseeds) — the small, slightly nutty seeds added to breakfast cereals, baking, bread doughs, salads, and smoothies. Whole linseeds keep their oils longer than ground; grind in a coffee grinder for the smoothest finish, or sprinkle whole onto porridge for a crunchier addition. The 100g pack is the everyday family size. East End is one of the most familiar South Asian food brands on UK shelves, with a range that goes beyond spices into health-food and pantry-staple territory.