The Advertising Standards Authority (ASA) investigation team has recognised: “…that consumers were likely to associate the term Real Bread with the Campaign, and therefore any references to ‘Real Bread’ which related to bread that did not comply with the term as defined by the Campaign had the potential to mislead consumers.”
Real Bread Campaign coordinator Chris Young said: “This recognition is a victory for Real Bread lovers who are left particularly vulnerable to the influence of marketing claims about unwrapped loaves as ingredients lists are not displayed. It underlines the fact that to protect consumer rights fully we need an Honest Crust Act that requires complete honesty and transparency in loaf labelling and marketing.”
The statement was made in the ASA investigation team’s draft recommendations (case A14-288611) in response to a complaint by Real Bread Campaign supporter Glenn Stephens of the local, independent Rex Artisan Bakery near Amersham, about a chain of baked product shops marketing itself as ‘The Home of Real Bread’, despite using the additives E300 and E516. The Real Bread Campaign’s basic definition of Real Bread is simply: made without the use of so-called processing aids or other artificial additives. The advertiser further claimed its loaves were specifically ‘hand-kneaded’, and ‘additive-free’, but then admitted to the ASA that its dough contained additives and is mixed by machines.
Stephens, said “We are delighted with the outcome as advertising in the food industry is full of weasel words and unfounded claims. This is a great boost for all small, independent bakers at risk of shoppers making unjustified like-for-like comparisons with competitors that don’t in fact live up to the spirit or letter of their marketing claims.”
The ASA investigation team’s draft recommendation was that the ASA should uphold Rex Bakery’s complaint in full as breaching CAP Code rule 3.1 on misleading advertising and that the ASA council should rule that the claims are not to be repeated. As the advertiser withdrew the advert after receiving the draft recommendation, the ASA dropped the case and the details have not been published publically.
According to The Bread and Flour Regulations 1998, full lists of ingredients and any additives used in making unwrapped loaves do not have to be displayed at the point of sale, and if deemed ‘processing aids’ additives do not even appear on the labels of wrapped loaves.
For more information on the Real Bread Campaign, please contact Chris Young:
chris [at] sustainweb.org or 0203 5596 777
For more information on Rex Artisan Bakery, please contact Glenn Stephens:
hello [at] rexbakery.com or 01494 764423
A few more crumbs…
The Real Bread Campaign is part of the food and farming charity Sustain: the alliance for better food and farming. Starting from a universally accessible definition of Real Bread as: made without any artificial additives, its mission is to find and share ways to make bread better for us, better for our communities and better for the planet.
The Campaign relies upon its supporter scheme and public donations to continue this work.
The Real Bread Campaign supporter scheme 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 genuine thing, and questions what hidden costs might lie behind industrial alternatives. Launched in 2009 for the breadheads of Britain, the scheme has since attracted members in more than 20 countries.
Benefits for supporter include the exclusive magazine True Loaf, and a whole basket of discounts on Real Bread classes, ingredients and equipment.
Real Bread Campaign initiatives include:
Real Bread Campaign
Real Bread Campaign: The Real Bread Campaign finds and shares ways to make bread better for us, better for our communities and better for the planet. Whether your interest is local food, community-focussed small enterprises, honest labelling, therapeutic baking, or simply tasty toast, everyone is invited to become a Campaign supporter.
Finding your happy place in a bag of flour.
Please contact the Real Bread Campaign
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Sustain advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, promote equity and enrich society and culture.