Sales of white bread took a rare dip in last year, as shoppers switched to healthier alternatives.

According to new data from Kantar Worldpanel, sales of brown bread were up 6% in 2010 to £423m, with seeded products up 9% to break the £100m barrier for the first time. Sales of white bread declined by 1% last year but remain above the £1bn mark.

Tesco said last year marked the first time it had ever recorded an annual drop in sales of white.

“The recent sales figures are a significant move and reveal that more shoppers are looking for healthier options when buying bread,” said Tesco bread buyer Alex Sillars.

“There is more choice now than ever before and the emergence recently of half brown and half white bread looks like it has been instrumental in encouraging people to make the switch, albeit gradually.

“While sales of white are still roughly double to that of wholemeal, it appears that a change has now begun.”

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