Consumers are still labouring under the misconception that bread is unhealthy and fattening, and as many as one in five are actively trying to limit their consumption.

In-depth interviews with more than 1,000 consumers by IGD for the Federation of Bakers revealed 16% of shoppers tried to restrict their bread intake, a startling finding given bread is one of the richest sources of fibre, protein, vitamins and minerals, said FoB director John White.

White bread especially was perceived to be lacking in nutritional value, fatty, starchy and high in calories, he added. “White bread is actually a great source of iron, calcium and protein, low in fat, full of complex carbohydrates - the sort we are supposed to eat more of - and full of fibre. And it’s no more fattening than brown.”

See Focus on Bread in this week’s issue of The Grocer.

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