Taking it to the shelves
New campaign in England promotes "real bread."
BakingBusiness.com, Sept. 1, 2011
by Laurie Gorton
Bread baked in England without artificial additives and processing aids may qualify for use of a new loaf mark to be introduced in October by The Real Bread Campaign.

The mark can be applied only to “real bread,” which the campaign defines as containing just flour, water, yeast and salt. Addition of “natural” ingredients — seeds, nuts, cheese, herbs, oils, fats and dried fruits — is allowed, but no artificial additives. The definition rules out most enzymes because it prohibits processing aids.

The campaign also calls for legal definition of the terms “fresh,” “freshly baked,” “sourdough,” “artisan” and “craft.” The group has asked industrial bakers to identify on package labels the additives and processing aids they use in their products.

The Real Bread Campaign is part of UK-based Sustain, the alliance for better food and farming. Its website, www.realbreadcampaign.com, describes the campaign’s objectives and supporters.