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News: Aldi apologises for Real Bread Week hijack
Supermarket claims it was ‘not aware of the Real Bread Campaign’s pivotal role’.
Real Bread Campaign | Monday 4 March 2024
News: M&S relabelling thanks to Real Bread Campaign
Supermarket chain gives timescale for corrections resulting from trading standards complaint.
Real Bread Campaign | Thursday 29 January 2026
News: Artificial fertiliser biggest contributor to industrial loaf’s carbon footprint
University of Sheffield researchers have calculated that ammonium nitrate fertiliser accounts for 43% of the greenhouse gas emissions produced during the manufacture of a supermarket loaf ‘dwarfing all other processes in the supply chain.’
Real Bread Campaign | Wednesday 3 May 2017
News: If the ASA won’t protect shoppers, who will?
The Real Bread Campaign is deeply disappointed that the Advertising Standards Authority (ASA) has declined to ban an advertisement that strongly implies a major supermarket chain makes additive-free loaves in small batches by hand.
Real Bread Campaign | Monday 27 March 2017
News: Aldi renames loaf after Real Bread Campaign complaint
Trading standards intervention on mainly white loaf marketed as 'dark rye'.
Real Bread Campaign | Tuesday 12 May 2026
News: Buy local!
We all need to support local food businesses now, as lockdown lifts and beyond.
Real Bread Campaign | Thursday 9 April 2020
News: Asda taken to task over ‘freshly baked’ claim
Latest in 8-month trading standards case.
Real Bread Campaign | Thursday 6 March 2025
News: Is Tesco to ditch scratch bakeries?
On Sunday, a national newspaper reported that Britain’s largest retailer’s in-store bakeries are to stop selling loaves made from fresh dough.
Real Bread Campaign | Tuesday 29 January 2019
Blog: Which supermarkets sell sourdough?
Do any chains offer the real deal?
Real Bread Campaign | Wednesday 29 October 2025
News: Call on your MP to urge for better loaf labelling laws
Do you think that shoppers and small, independent local bakeries deserve better protection from the effects of incomplete loaf labelling and potentially misleading marketing?
Real Bread Campaign | Tuesday 26 June 2018
