The Loaf Mark - which was launched last year to flag up bread free from artificial additives - has been adopted by more than 50 bakeries.

The idea of food policy pressure group Sustain, the Loaf Mark was introduced in October as part of an initiative inviting bakers to sign an annual agreement to promote loaves that contain no artificial additives and are made without the use of processing aids.

This week, the group revealed it had hit 50, with adopters including start-up microbakeries, high-street family outlets and the nationally distributed Cranks brand.

“To have more than 50 bakers signing up in just a few months is amazing,” said Sustain project officer Chris Young.