Independent bakery Rathbones is launching a new loaf-sized selection pack of four different types of bread which it claims is the best thing since the proverbial sliced option.
The new concept is set to be launched in three months' time in Tesco's own label range and under the Rathbones brand for independent stores. Both products are likely to combine white, brown, oatmeal and wholemeal breads.
The main targets are families in which everyone likes different bread, single people who want variety but use only small amounts, and sandwich makers.
According to the bakery, part of the Greencore convenience foods and ingredients group, its new technology also allows the bread to stay fresher for longer without the use of artificial ingredients, modified preservatives or modified atmosphere packaging. It predicted the launch would "open up a potentially huge new export market in fresh unfrozen bread".