93% of Brits unaware of supermarket loaf contents

A sliced white factory loaf. Credit: PB29, Pixabay

Published: Thursday 15 January 2026

A YouGov survey found that 93% of Brits were unaware that there can be as many as 19 ingredients and additives in a white sliced supermarket loaf.

Of the 2,000 respondents:

73% were unable to identify commonly-used factory loaf additives from a list.
46% said they were concerned about what's really in factory loaves.
46% were concerned about ultra-processed or over-processed foods.
45% were unaware that manufacturers can use 'processing aids' but aren't required to declare them on labels.
43% said they want to eat bread with as few additives as possible.
40% believed that the average white sliced loaf listed 10 or fewer ingredients and additives.
36% were actively trying to reduce the number of ultra-processed foods (UPFs) they consumed.

Real Bread Campaign coordinator Chris Young said: ‘These findings suggest that some people simply assume that factory loaf manufacturers make Real Bread , trust that’s what they’re being sold, and so don't realise the need to read ingredients lists. Respondents said they wanted to avoid UPFs and additives they contain, so when invited to stop and think about the truth, many expressed concern.'

The Doctor’s Kitchen author Dr Rupy Aujla said: ‘As a GP, I always encourage people to make simple swaps to everyday food items that can have significant health benefits and rye bread is one of these. Rye bread is high in fibre, low on the GI index, can reduce cholesterol as well as keeping you fuller for longer and providing a good source of protein, vitamins and minerals.’

The survey was conducted in November 2025 on behalf of organic food brand Biona, which published the findings to launch #RyeJanuary. This new initiative encourages people to ditch ultra-processed dough products in favour of additive-free rye bread and post their experiences online.

The research follows the Real Bread Campaign’s own survey of people’s attitudes to loaf labelling and marketing.

Chris Young has coordinated the Real Bread Campaign since March 2009. In addition to lobbying for an Honest Crust Act of better loaf composition, labelling and marketing laws in the UK; he created and runs initiatives including: Sourdough September; Real Bread Week; Real Bread For All; Together We Rise, promoting therapeutic/social benefits of bread making; No Loaf Lost surplus reduction guidance; and Lessons in Loaf for schools. He’s the author of the Knead to Know…more microbakery handbook, Slow Dough: Real Bread recipe book and Bake Your Lawn grow-a-loaf guidebook; and edits True Loaf magazine.

From 2014-18, Chris also coordinated Sustain's London Food Link network, which included editing The Jellied Eel magazine and helping to launch and run the Urban Food Awards with the Mayor of London’s office. Chris has pulled on his judge’s wig for BOOM Awards, The Cateys, The Great Taste Awards, The Scottish Bread Championship and The World Bread Awards. In 2017, The School of Artisan Food honoured Chris with its first Fellowship, and in 2025 he was named joint Person of The Year by Slow Food in The UK.

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