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News: Ocado ‘wholemeal’ is brown bread
Retailer to rename product thanks to Real Bread Campaign intervention.
Real Bread Campaign | Friday 28 March 2025
News: Sourdough proven to reverse baldness*
It's time to seize the (sour)dough!
Real Bread Campaign | Sunday 1 September 2024
News: Asda withdraws ad claims after Real Bread Campaign complaint
Supermarket promises not to make certain misleading claims in future.
Real Bread Campaign | Wednesday 7 February 2024
News: Bread consultation ‘abandons bakers and insults shoppers’
Real Bread Campaign reacts in anger and dismay.
Real Bread Campaign | Thursday 1 September 2022
News: Lidl deletes freshly baked bread claim
Real Bread Campaign calls it a small victory for shoppers.
Real Bread Campaign | Tuesday 5 November 2024
News: Sourdough September is only weeks away: Get involved!
2017 marks the international celebration of sourdough’s fifth anniversary, and the Real Bread Campaign needs YOUR help to make it another success!
Real Bread Campaign | Wednesday 5 July 2017
News: NHS: Sourdough is ‘tummy friendly bread’
According to The NHS, ‘some people with wheat sensitivity have no problems when they eat […] sourdough bread […] or any bread from a specialist bakery, rather than a supermarket.’
Real Bread Campaign | Tuesday 7 August 2018
News: The Loaf Mark scheme simplified
We’ve made application and renewal quicker and easier!
Real Bread Campaign | Friday 19 May 2023
News: Real Bread Campaign disappointed at ASA sourdough shambles
On 3 February 2016, the Advertising Standards Authority (ASA) ruled that a series of advertisements for ‘sourdough’ toasties were not misleading, despite the product being made with added yeast.
Real Bread Campaign | Wednesday 3 February 2016
News: Asda admits 'freshly baked daily' claim is stale
Supermarket confesses signage passed its use-by-date ‘years ago’.
Real Bread Campaign | Wednesday 23 October 2024
