Most Brits seek out Real Bread as packaged loaves branded typically 'quite boring'

In a video interview published this week by bakeryandsnacks.com, Mintel’s global food science analyst Laura Jones said “In the UK, fifty six percent of consumers actually look for bread products that don’t contain additives or preservatives.”

Real Bread Campaign coordinator Chris Young said: “It’s great news that the majority of shoppers are looking for additive-free loaves, which is our basic definition of Real Bread. It shows that Britain is embracing the Campaign’s advice to always read the label because not all loaves are created equal.’

Jones added that more than half of UK shoppers agree that it is worth paying more for freshly baked, additive-free loaves.  Young reacted by saying “This is positive message for small, local, independent bakeries charging an honest price for an honest crust. For a range of reasons, not least economies of scale and the overheads involved in maintaining more jobs per loaf for genuine artisan bakers, they simply can’t get involved in the sort of race to the bottom price wars we see between national retailers.”

The Mintel analyst went on to brand packaged loaves as typically “quite boring in a way,” in response to which the campaigner asked “could these issues be contributory factors in  the continuing decline in sales of the industrial white sliced loaf?”

Real Bread Maker Week encourages people to buy additive-free loaves from local bakeries or bake their own by hand or machine, and runs until 16 May. A full list of baking classes and other activities, as well as membership discounts, can be found at realbreadcampaign.org

**ENDS**

For more information please contact Chris Young: chris [at] sustainweb.org or 0203 5596 777​
www.realbreadcampaign.org       twitter.com/realbread     facebook.com/realbreadcampaign

A few more crumbs...

The Real Bread Campaign is part of the food and farming charity Sustain: the alliance for better food and farming.  Its mission is to find and share ways to make bread better for us, better for our communities and better for the planet.

As such, the Campaign relies upon membership fees and public donations to continue its work leading the rise of Real Bread in Britain.

Laura Jones’ interview can be found at www.bakeryandsnacks.com/Markets/Boring-bread-needs-clever-labeling-and-flavor-excitement-Mintel

The findings of Mintel’s Bread and Baked Goods - UK - September 2013 Report include:
- It is worth paying more for high quality bread (eg freshly baked, no added chemicals) - 56% UK consumers agree
- Sliced loaves contain too many artificial preservatives - 42% UK consumers agree

Membership
Real Bread Campaign membership is open to everyone – you don’t have to be a baker to join us! The Campaign’s mutually-supportive network helps bring together bakers and everyone else who loves the real thing, and questions what hidden costs might lie behind industrial alternatives. Originally aimed at the breadheads of Britain, since 2009 the Campaign has attracted more than 2000 members in over 20 countries.

Other Real Bread Campaign initiatives include:

• Rising Up: our report on the therapeutic, social and employment opportunities Real Bread making offers to people living with mental health issues and facing a range of other challenges:  http://bit.ly/1hODaG6
• Together We Rise: the project based on the recommendations of Rising Up to help thousands of people to benefit: http://bit.ly/NVGPoi
• Knead to Know: the Real Bread starter To date, more than 2000 people have benefitted from the Campaign’s guide to setting up a successful Community Supported Bakery or home-based microbakery, which is now published by Grub Street: http://bit.ly/1fftqUu
• The Real Bread Finder is the only online directory dedicated to helping people find where to buy Real Bread locally in now used by around 600 bakeries. Free for bakers to add, and people to seek, local places to buy Real Bread: http://bit.ly/1k1JV5Q
• The Real Bread Loaf Mark is helping more than 120 bakers to give, and countless shoppers to get, an at-a-glance assurance that: ‘this is Real Bread!’ http://bit.ly/1kCuiAd