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Additive Free Supermarket Bread? Pull The Other One!

We like bread as much as the next person. A little bit too much truth be told. Nutritionally, it really should be an occasional treat only, definitely not every day.  And it definitely wants to be REAL bread. Fermented sourdough is the best possible choice. 

We're real fans of the Real Bread Campaign.  Of course they do what it says on the (bread) tin and encourage people to eat proper bread, the old fashioned way.

This is in contrast to supermarket bread which is frankly appaling, and packed full of additives. It may not even be vegetarian contrary to most people's perception of bread; they don't have to declare the animal enzymes they use.

Recently the campaign team complained to the Advertising Standards Authority (ASA) about a most misleading Tescos advertisment.  The implication in the TV ad is that it is a hand crafted bread, from a craft bakery.

The voice over says “in all my years working for Tesco I’d say there can’t be anything more satisfying than watching flour, yeast and water turn into perfectly formed loaves.”

When you think about this, clearly nonsense, and clearly misleading! And the ‘finest’ white sliced cob details the following ingredients and artificial additives. Not including any processing aids that might be used but not declared on the label, these are: Wheat Flour (Wheat Flour, Calcium Carbonate, Iron, Niacin, Thiamin), Water, Sourdough (6%) (Wheat Flour (Wheat Flour, Calcium Carbonate, Iron, Niacin, Thiamin), Water, Sourdough Culture (Wheat), Yeast, Salt), Salt, Yeast, Soya Flour, Palm Oil, Rapeseed Oil, Emulsifier (Mono- and Di-Acetyltartaric Esters of Mono- and Di-Glycerides of Fatty Acids), Flour Treatment Agent (Ascorbic Acid).

Not exactly bread then!

The ASA rejected the complaint on the grounds that a conveyor belt could be glimpsed in the ad and “given that context, and because the ad was for a well-known large-scale retailer, [the ASA Council] considered that viewers were unlikely to be misled into thinking that Tesco loaves were handmade.”

Real Bread Campaign coordinator Chris Young said: “Once again, we believe that the ASA has failed to protect shoppers from being lured away from small businesses that help to keep our high streets alive. If the ASA won’t stop a multiple retailer presenting an additive-laden factory loaf as if it was made by hand using only three ingredients, who will?”

We totally agree. We believe health supplements should be healthy and additive free as ours have been for ten years, and so should your bread!

See also our article - When is Bread not Really Bread

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