No bits you say

Kingsmill 5050

Just a quickie & I’m probably not allowed (or supposed) to mention the brand, but I’m sure most will recognise it anyway.  “50/50 with hidden wholegrain, no bits”.  I wonder what the manufacturers consider to be “bits” as I can clearly see what I would call bits on the edge of that crust.  Maybe that’s not what they mean, but if not, then I’m confused.