Changing a Bread Reputation

Despite the popular fear of it, bread remains one of the UK's favourite foods, creating more variety and versatility as well as nutritional values as ever before.

Though there have been reports to the contrary, The Federation of Bakers found that in the last three years the bread market has been growing in value by 13 per cent. However, on the decline are the traditional retail sliced and wrapped breads, which have taken a 1.5 per cent dip in the same three year time period.

...it is all about food choices.

John White, director of The Federation of Bakers, commented about the drop in traditional bread sales in relation to purchasing bread at smaller shops.

"There has been good growth in the morning goods/bakery snacks sector. That has been quite dynamic, as has the speciality part of the market."

In an effort to counteract the "low-carb" diet plan and celebrity anti-bread movement, the baking and bread industry has invested considerable time and money into spreading the idea that bread is good for one’s diet.

White attributes the "low-carb" popularity to the media.

"The messages that get into the press are often mistranslated," he said, "but dieticians and nutritionists agree that bread is good for you."

White continued by talking about the nutrients provided by bread including calcium, fibre, iron and folic acid.

The most recent effort in trying to get bread back into people’s diets is the Vitality Eating System, which focuses on balancing one’s eating habits and lifestyle.

"We also emphasise the correct amount of food to be eaten, as portion control is important in a balanced lifestyle, and we work quite hard to remind people of a common sense sensible approach," White commented. "Weight loss is all about calories – as long you expend more than you eat, you will lose weight, so it is all about food choices."