This is not bread

In the ultra-processed food (UPF) debate, public enemy number one (or at least one of the suspects) is ‘supermarket bread’ or ‘Chorleywood bread’. It is time to end this.

What is being referred to is not what we call bread; it’s additive-laden, industrial dough product. 

Careless talk costs loaves

Talk of cotton wool bread, plastic bread, chemical bread, shop bread, grocery store bread, duck bread and the like damages the reputation of Real Bread by (inappropriate) association.

Let’s have no more! Please refer to products as what they are (factory loaves, industrial dough products etc.) without dragging the noble name of bread into it.

Budge the burden to billionaires

Home bakers, shoppers and small business owners shouldn’t bear the burden of having to use qualifiers (such as real or artisan) to make it clear we’re referring to the additive-free original.

It should be up to the multi-billion-pound industrial dough fabrication sector’s very well funded marketers to come up with a new and more appropriate name for the additive-laced UPF products they churn out.

We all need to be legally protected from misuse of the word bread. As part of our Honest Crust Act proposals, the Real Bread Campaign calls for the unadulterated original to have the exclusive right to be named and marketed using the word bread.

Choice

Choice is fundamental to the Campaign's ethos and do not criticise people for exercising their right to choose industrial dough products. We continue encouraging people to choose Real Bread and our Real Bread For All work towards everyone having a realistic chance to make that choice.

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Image for illustration only. Real Bread can be made in a pullman loaf tin to produce a sandwich / toasting loaf, while UPF industrial dough products can masquerade under the appearance of handmade bread from an artisan bakery. Always read the label and, if there isn’t one, ask to see the ingredients list.