Sussex-based independent retailer Jempsons has used Consensus Action on Salt & Health's latest survey to push the qualities of its own-label bread.

CASH's survey claimed one in four loaves of bread contained as much salt per slice as a packet of crisps, but Jempsons said its own-label loaves had a salt content below government target levels of 1g per 100g.

"Master baker Arthur Gorham and joint director Stephen Jempson have been working with the FSA and East Sussex Trading Standards since mid-2010 to identify ways on reducing these levels even further," a spokesman said.