Hovis has created the UK’s first crust-free loaf in order to appeal to fussy kids.

The new loaf to called Hovis Invisible Crust will be launched next month. Hovis said that it had the new product after it was revealed that a third of mums cut the crusts off for their kids and wasting up to 45% of the loaf.

Invisible Crust will be baked at a lower temperature to prevent its outside hardening.