Morrisons still making 'baked from scratch' promise

More than 17 months since an assurance from Morrisons to the Real Bread Campaign and BBC Morning Live, the trading standards complaint first submitted by the Campaign on 11 June 2024 remains unresolved. 

On 23 January 2026, the Campaign found signs in 'the Baker' section of Morrisons, that promised shoppers products were 'made from scratch in our in-store bakery', 'baked in store from scratch' and 'made in store from scratch using British flour'.

The display included a number of products that did not list the mandatory 'fortificants' added to most non-wholemeal wheat flour sold in the UK. The Campaign understands this indicates that Morrisons is either:

• using ‘fortified’ wheat flour and breaching labelling regulations by not declaring the 'fortificants' on the ingredients lists, or
• using 'unfortified' non-wholemeal wheat flour, sold illegally in the UK, or
• using wholemeal wheat flour but breaching labelling regulations by not naming it correctly as such, or
• using non-wholemeal wheat flour that is exempt from mandatory ‘fortification’ because it’s produced from wheat other than Triticum aestivum and / or by mills that produce less than 500 tonnes a year, or
• selling products manufactured outside the UK from non-British flour and legally imported, but is breaching food information regulations by claiming the products are made from British flour and baked 'from scratch' in store.

The Campaign believed the third is most likely and submitted this latest evidence in the case to the trading standards department of its local authority, London Borough of Tower Hamlets (LBTH).

Other issues

While looking for further information on the Morrisons website, the Campaign also found a number of:

• products marketed with the word wholemeal in their names but with non-wholemeal wheatflour as an ingredient, so apparently breaching section 6 of the Bread and Flour Regulations.
• products with ingredients emphasised in the name, that did not have the mandatory quantitative ingredients declaration (QUID), so apparently in breach of Article 22 of Regulation (EU) No 1169/2011 on the provision of food information to consumers.

The Campaign also highlighted these issues to LBTH.

Real Bread Campaign coordinator Chris Young said: 'Unlike seven out of the UK's ten largest supermarket chains, Morrisons does make some products from scratch in some of its stores. The company makes a big deal of, and a lot of money from, this, using marketing claims and retail theatre to help build shoppers' trust and goodwill. What the company seems less forthcoming with is the whole truth of exactly when, where, how and with what a range of baked products are manufactured.'

Young added: 'I appreciate that the trading standards service is woefully underfunded and overstretched, so departments have to prioritise issues that put people in immediate danger and cases of massive fraud. It is still frustrating that, almost a year and half since we first complained, the consumer protection service has yet to stop Morrisons profiting from this marketing.'

Jump to updates

See also

• Loaf-tanning salon lies?
• Which supermarkets sell sourdough?
• Wholemeal law update
• Where are The Bread Police?
• New research echoes Honest Crust Act calls
• Dirty secret behind factory loaf clean labels?

What's in store?

Products seen on 23 January 2026 visit to Morrisons in Lewisham:

'Morrisons the Best white sourdough bloomer' 
Ingredients listed on packaging: Wheat flour, Water, Salt, Malted barley Flour
Ingredients listed on website: Wheat Flour, Water, Salt, Malted Barley Flour, Maize, Rapeseed Oil

'Morrisons the Best malted barley & rye sourdough boule'
Ingredients listed on packaging and website: Wheat Flour, Water, Malted Barley Flour, Barley Malt Flour, Malted Rye Flour, Salt, Yeast, Maize, Rapeseed oil, Citric 

'Morrisons the Best ancient grain loaf'
Ingredients listed on packaging and website: Wheat Flour, Water, Pumpkin Seed, Rye Flour, Spelt Flour (Wheat), Brown Linseed, Quinoa, Salt, Millet, Poppy Seeds, Rye, Spelt (Wheat), Kibbled Wheat, Maize, Pearl Barley, Yeast, Malted Barley Flour, Rapeseed Oil, Acidity Regulator (Citric Acid) 

'Morrisons the Best cheese bloomer' 
Ingredients listed on packaging: Wheat flour, Water, Cheddar cheese (milk), Leicester Cheese (Milk), Salt, Yeast, Whey powder (milk), Malted barley flour, Colour (Carotenes), Emulsifying Salts (Citric Acid, Sodium Phosphates), Maize 
Ingredients listed on website: Wheat Flour, Water, Cheddar Cheese (Milk), Leicester Cheese (Milk), Salt, Anti-Caking Agent (Potato Starch), Yeast, Whey Powder (Milk), Malted Barley Flour, Colour (Carotenes), Emulsifying Salts (Citric Acid, Sodium Phosphates), Maize 

'Morrisons the Best olive bloomer' 
Ingredients listed on packaging and website: Wheat Flour, Water, Green Olives, Kalamata Olives, Salt, Yeast, Extra Virgin Olive Oil, Red Wine Vinegar, Malted Barley Flour, Acidity Regulators (Citric Acid, Lactic Acid), Maize, Rapeseed Oil 

'Market street medium Granary baps'
Ingredients listed on packaging and website: Wheat flour, Water, Malted wheat flakes, Yeast, Salt, Sugar, Fortified wheat flour (wheat flour, calcium carbonate, iron, niacin, thiamin), Emulsifiers (Mono- and diacetyltartaric acid esters of mono- and diglycerides of fatty acids, Sodium stearoyl-2-lactylate, Mono- and diglycerides of fatty acids), Soya flour, Dextrose, Wheat gluten, Palm oil, Barley malt flour, Rapeseed oil, Flour Treatment Agent (Ascorbic acid) 

Also available

A non-exhaustive list of other products on the Morrisons website that list 'wheat flour' without the UK mandatory flour 'fortificants' in brackets:

• Morrisons The Best White Sourdough Boule
• Morrisons Sourdough Baguette
• Morrisons The Best Brown Sourdough Pave
• Morrisons The Best Californian Style Sourdough Bloomer
• Morrisons The Best Cranberry & Pumpkin Seed Bread 

A non-exhaustive selection of 'wholemeal' products on the Morrisons website that have non-wholemeal wheatflour as an ingredient:

'Market Street Wholemeal Bread'
Ingredients listed on website: Wholemeal wheat flour, Water, Yeast, Wheat gluten, Salt, Bulking Agent (Calcium sulphate), Soya flour, Demerara sugar, Emulsifiers (Sodium stearoyl-2-lactylate, Mono- and diacetyltartaric acid esters of mono- and diglycerides of fatty acids), Fortified wheat flour (wheat flour, calcium carbonate, iron, niacin, thiamin), Dextrose, Wheat flour, Palm oil, Caramelised sugar syrup, Maltodextrin, Flour Treatment Agent (Ascorbic acid), Rapeseed oil, Malted barley flour

'Market street wholemeal baps'
Ingredients listed on website: Wholemeal wheat flour, Water, Yeast, Wheat gluten, Salt, Sugar, Fortified wheat flour (wheat flour, calcium carbonate, iron, niacin, thiamin), Emulsifiers (Mono- and diacetyltartaric acid esters of mono- and diglycerides of fatty acids, Sodium stearoyl-2-lactylate, Mono- and diglycerides of fatty acids), Soya flour, Dextrose, Palm oil, Wheat flour, Rapeseed oil, Flour Treatment Agent (Ascorbic acid)

A non-exhaustive selection of products on the Morrisons website with ingredients emphasied in the name, that do not have the mandatory QUID:

Morrisons The Best Signature Collection Rye Sourdough: Wheat Flour, Water, Rye Flour, Wholewheat Flour, Wheat Gluten, Malted Barley Flour, Iodized Salt, Rice Semolina, Sourdough Culture, Honey, Durum Wheat Flour, Malted Wheat Flour. 

Market Street Wheat Spelt & Rye Tin Loaf: Fortified wheat flour (wheat flour, calcium carbonate, iron, niacin, thiamin), Water, Wholewheat flour, Oat flakes, Spelt flour (wheat), Maize, Oat bran, Soya grits, Linseed, Yeast, Malted barley flour, Rye flour, Salt, Wheat gluten, Bulking Agent (Calcium sulphate), Soya flour, Emulsifier (Mono- and diacetyltartaric acid esters of mono- and diglycerides of fatty acids), Dextrose, Wheat flour, Palm oil, Caramelised sugar powder, Maltodextrin, Rapeseed oil, Flour Treatment Agent (Ascorbic acid)