A Real Bread Campaign investigation of in-store bakery and own brand loaf manufacture, labelling and marketing.
Eight years since publishing the original Are Supermarket Bloomers Pants? report, the Real Bread Campaign believes that what much of supermarket ‘in-store bakery’ still amounts to is little more than in-store theatre.
Are Supermarket Bloomers (Still) Pants? is based mainly on findings from Real Bread Campaign research conducted on the eight UK supermarket chains with more than 5% market share: Aldi, Asda, The Co-operative, Lidl, Morrisons, Sainsbury’s, Tesco and Waitrose.
Observation from store visits and online research, combined with earlier research and industry inside-knowledge, and with the UK’s eight largest supermarket chains’ reluctance to answer survey questions, leads the Campaign to believe that practices endemic across the sector include:
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.