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News: Real Bread Campaign’s Aldi half-white ‘wholemeal’ win
Intervention results in retailer changing loaf label and marketing.
Real Bread Campaign | Thursday 10 April 2025
Article: Questionable loaf advertising: An uphill struggle
On 5 June 2019, Real Bread Campaign coordinator Chris Young submitted a complaint to the Advertising Standards Authority about an industrial loaf ad.
Real Bread Campaign | Tuesday 3 September 2019
News: Iceland drops loaf after Real Bread Campaign complaint
Retailer axes half white product marketed using the word wholemeal
Real Bread Campaign | Monday 16 January 2023
News: Sliced factory loaves saltier than crisps
Action on Salt reports some sliced, wrapped industrial loaves have more salt than crisps, burgers and fries.
Real Bread Campaign | Thursday 30 March 2023
News: Sainsbury’s ordered to say adios to white flour in wholemeal tortillas
Trading standards raps supermarket’s knuckles for regulation breach.
Real Bread Campaign | Wednesday 26 July 2023
News: Dirty secret behind factory loaf 'clean labels'?
Millions of supermarket loaves might hide a preservative in plain sight.
Real Bread Campaign | Tuesday 9 September 2025
News: Loaf fabricators challenge ‘all flour must be wholemeal’ law
Trade body hires lawyers to give an opinion that 50% white loaves can be marketed with the word wholemeal.
Real Bread Campaign | Tuesday 30 January 2024
News: Bread: pressing Defra for answers
Real Bread Campaign follows up on sourfaux, wholemeal and more.
Real Bread Campaign | Monday 19 June 2023
News: Wholegrain and wholemeal: a decade demanding definition
Ten years after its A Wholegrain of Truth? report, the Real Bread Campaign writes to Defra yet again.
Real Bread Campaign | Tuesday 7 February 2023
News: White flour and up to 26 items on industrial wholemeal loaf ingredient lists
An investigation by the Real Bread Campaign has found up to 26 ingredients and additives, including refined flour, on the ingredient lists of wholemeal loaves manufactured by nine of the UK’s largest industrial loaf fabicators.
Real Bread Campaign | Tuesday 11 September 2018
