Sainsbury’s forced to re-label 50% white loaf
Trading standards advises supermarket to drop the word 'wholemeal'.
As the result of a Real Bread Campaign complaint, Sainsbury's has removed the word 'wholemeal' from its 50% white loaf, now named 'Both in One Bread'. As at 30 October 2023, the company’s website is lagging behind.
Background
In June 2022, the Real Bread Campaign began questioning the supermarket chain about its marketing of ‘Both in One’ loaves that, by using the word wholemeal, appeared to breach regulation 6 of The Bread and Flour Regulations.
The company denied any wrongdoing and declined to make any changes. The Campaign complained to the trading standards department of Oxfordshire County Council, the company’s Primary Authority, who agreed.
Just over a year later, in July 2023 Oxfordshire County Council confirmed it had advised Sainsbury’s that a company can use either white flour in a product, or the word wholemeal in the product’s name/marketing, but not both.
See also
- Big Bakers held to account over wholemeal marketing
- Sainsbury’s ordered to say adios to white flour in wholemeal tortillas
Published Monday 30 October 2023
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