Asda taken to task over ‘freshly baked’ claim

On 4 March 2025, the trading standards department of West Yorkshire Joint Services at last acknowledged Asda's 'freshly baked' claims still appear online and said they had 'raised this with Asda to address.' 

As at 6 March 2025, an online search for ‘Asda bakery’ still brings up the chain’s promises: 'Visit the ASDA in store bakery and grab yourself a freshly baked treat. Whatever the occasion, there's yummy fresh bread...' and 'There's nothing better than freshly baked goods and our bakery is full of delicious breads, cakes and crumpets you and your family will love.'

The Real Bread Campaign continues to pursue similar complaints about most of the UK’s largest supermarket chains, and to lobby for an Honest Crust Act of updated and improved composition, labelling and marketing standards. 

History

In April 2021, Asda announced it would no longer bake bread (or anything else) fresh from scratch at any of its sites.

In July 2024, the Campaign submitted a complaint about Asda still making ‘freshly baked’ claims about its loaf tanning salon products to to West Yorkshire Joint Services (WYJS).

In October 2024, a trading standards officer at WYJS advised us: ‘I have been told [the signage] should have been removed by the store several years ago.’ We asked for updates on all other elements of our complaint.  

We pursued the outstanding points until 7 February 2025, when WYJS responded: 'We will not be taking any further action.' We asked WYJS to review the case. 

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