One of the UK’s biggest bakers has warned that it is making “unsustainable losses” as Britons’ appetite for bread wanes and costs rise.
Bread remains one of the most popular items on weekly shopping lists, but the trend for low-carb diets, concerns about gluten and an increase in alternatives to the lunchtime sarnie – from protein pots and salad bowls to sushi and macaroni cheese – have all hit sales.
The basic sliced loaf has proved the biggest victim with sales volumes slumping about 12% over the last five years, according to the research firm Mintel, a loss of about 23,000 tonnes. The amount of bread rolls and freshly baked bread sold is also down.
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