Asda has begun baking, slicing and packaging its Chosen By You own-label bread in store.

Following a trial in 25 stores that saw a 30% increase in sales of Chosen By You loaves over a 12-week period, the retailer is now rolling the scheme out across its estate. Asda said 46,200 loaves would be produced daily by 300 bakers.

The retailer claimed many of its rivals’ own-label loaves could take up to 24 hours to reach shop shelves.

“Other supermarkets’ fresh bread credentials are a bit half baked, but we are passionate about baking the freshest bread possible for our shoppers, all day every day,” said bakery director John Cummings.