The Real Bread Campaign has spoken out against Tesco’s plans to increase their range of speciality breads
The supermarket chain announced this month that it was to up the number of speciality breads it sells from ten to 30, after the delicatessen-style breads have increased in sales of almost 30 per cent, due to changing trends against the traditional, less healthy white loaf.
Tesco have also implemented a facelift to their bakeries in stores, going for a more artisan bakery feel, complete with chalk boards and wooden tables.
However, the Real Bread Campaign, a division of the charity Sustain: the alliance for better food and farming, have poured scorn on the superstore’s plans, by claiming Tesco does not bake its bread from scratch, but has them delivered part-baked, then reheats them.
A spokesperson for Tesco confirmed this to The Daily Mail, saying that loaves would be shipped in part-baked, and then finished off on site.
Chris Young, co-ordinator for the Real Bread Campaign, claimed that Tesco’s bakery overhaul was merely a PR campaign saying: “If you cut through the rustic-looking crust of this latest piece of Tesco PR, you’re unlikely to find additive-free loaves or anything that will benefit local economies”.
He also encouraged people to buy real, and therefore healthier, bread from independent bakeries, or to bake their own.
In 2010, the Real Bread Campaign had a complaint about Tesco’s advertising upheld, saying its claims that its bread was baked from scratch were untrue.
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