A new fragrance, Eau de Toast, has been launched to challenge the fashion for bread-free diets as part of the Slice of Life campaign.

Released during London Fashion Week in September, the scent aims to reinforce the notion that bread is a vital part of a healthy, balanced diet.

Funded and managed by the Federation of Bakers and the Flour Advisory Bureau, the Slice of Life campaign has run throughout 2013 to promote the benefits of sliced bread to UK families.

Due to its popularity, the perfume has now sold out. However, Gordon Polson, director of the Federation of Bakers, said that consumers should “keep their eyes peeled for future initiatives”.

“We wanted to find a way to reach young women and talk to them about breakfast and the benefits of eating sliced bread without lecturing them,” he said.  “Eau de Toast lets us do this in a fun way, while making a point about diet and how to get the best start to the day.”

Nutritionist Amanda Ursell, a supporter of the Federation of Bakers’ Slice of Life campaign, said: “Bread is an important part of a healthy balanced diet. Not only is it low in calories, but what people often don’t realise is that it’s packed full of good stuff too: average consumption of about two slices provides at least 10% of an adult’s daily allowance of calcium, zinc, magnesium, protein and B vitamins. [Source: The British Journal of Nutrition, National Diet and Nutrition Survey 2011].

“Most people think ‘bread equals carbs’ and, in reality, the common myths that carbohydrates and bread lead to weight gain simply don’t stand up. In fact, in recent years we’ve seen the levels of bread consumption falling, while obesity figures have been steadily on the increase.”