Four major UK supermarkets accused of misleading ‘freshly baked’ bread claim

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They were nan champion point since sliced bread. Supermarket bakeries, pinch their aroma of oven-hot goods, attracted customers who wanted a fresher merchandise than nan modular pre-packed offering.

But campaigners person formed uncertainty connected conscionable really caller these baked equipment are, pinch 4 awesome supermarkets accused of misleading claims and breaches of user protection regulations.

The Real Bread Campaign, tally by Sustain, has submitted a trading standards title complete really Sainsbury’s, Tesco, Lidl and nan Co-op are trading their bakery products.

Of Sainsbury’s, nan group said that its bakery conception products usage claims including “freshly made each day” and “freshly baked bread”.

It comes arsenic nan supermarket elephantine is switching from scratch baking, fundamentally making products from basal ingredients, to rebaking breadstuff made elsewhere, which nan run group says intends nan “claims are progressively unrepresentative of nan company’s in-store bakeries successful general”.

Last month, Sainsbury’s announced that much of its in-store bakeries would move to a “bake-off model” arsenic portion of wider proposals that could spot 1,500 roles trim crossed nan business.

The supermarket did not respond to a mobility from nan Guardian astir really galore of its stores still usage baking from scratch.

A spokesperson said nan institution reviewed its “bakery services and recipes earlier this year” to guarantee “good nutrient affordable for everyone”.

The spokesperson said: “More of our stores now cook pre-prepared mixed in-store, arsenic it allows america to connection customers nan champion value in-store bakery products astatine awesome value. Our bakery items are besides intelligibly labelled successful statement pinch authorities and trading standards.”

On Monday 10 June, nan run group submitted a title to Oxfordshire region assembly trading standards.

It comes aft they made akin complaints astir Tesco, pinch nan group accusing nan supermarket of misleading claims including saying “expertly baked successful shop since 1968”, and “baking caller from our ovens each day” connected packaging, shop displays and its website.

The Real Bread Campaign claims Tesco uses specified trading astatine stores wherever nary breadstuff is freshly baked from scratch on-site, astatine which baking expertise is not required, and successful ones that did not beryllium successful 1968.

Tesco bakeries person products made from scratch successful 400 retired of almost 3,000 UK stores.

A Tesco spokesperson said: “In immoderate stores wherever we don’t person nan abstraction to cook everything from scratch, we activity intimately pinch our bakery suppliers who hole mixed for america that trained colleagues cook each time successful store.

“The signage we usage successful each individual shop reflects nan different ways we hole bread, and our attack has been agreed pinch our trading standards superior authority.”

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There are regulations protecting consumers from falsely described aliases presented foods, and it is chiefly down to trading standards to enforce nan law.

The run besides challenged Lidl’s usage of claims including “our caller in-store bakery” and “baked for you passim nan day” contempt not baking immoderate breadstuff caller from scratch astatine immoderate of its UK stores. Instead, pre-made products are put into ovens to beryllium baked for a 2nd clip for a browner, crisper crust, nan group said.

Lidl has been approached for comment.

A title was besides submitted astir really nan Co-op labelled and marketed its “freshly prepared”, “sourdough” baguette, which nan run understood was manufactured and baked by a 3rd statement and past baked successful Co-op stores.

Four months later, nan Real Bread Campaign claims it is still chasing a solution from Manchester metropolis council, nan company’s superior authority for trading standards.

A Co-op spokesperson said: “As a convenience retailer, we pridefulness ourselves connected offering an affordable and awesome value in-store bakery scope for our personnel owners and customers – including our much-loved Irresistible sourdough baguette which is freshly prepared and baked by trained colleagues crossed our stores each day.”

Manchester metropolis assembly has been approached for comment.

Source theguardian