Food Industry - Britain: Tesco's misleading claims about bread are just the tip of the iceberg - By Andrew Whitley

Fresh bread - you can’t beat it. House-sellers let its aroma do the talking. Supermarkets waft baking smells through their stores to whet appetites and loosen purse strings.


But a recent ruling by the Advertising Standards Authority suggests that what you smell is not necessarily what you get. Tesco’s claim in a full page Sunday paper advert that ‘every single loaf’ of ‘fresh bread, baked from scratch in our in-store bakery... is genuinely British’, has been judged to be misleading.

It turns out that in a majority of its stores the bread isn’t fresh at all - at least not in the sense of ‘just baked’ that most people would understand. It’s been cooked days or weeks before in a factory miles away and sent (often frozen) to be re-heated in an in-store ‘bakery’. And it doesn’t stop there. Our daily supermarket bread is full of hidden secrets.

For the truth is that most British bread harbours a host of unnatural additives - and has done for decades. The most potent of these are often not listed on the label.

Note EU-Digest: this is not only a phenomena in Britain, but also a widespread problem in the EU and other countries around the world.

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