The Federation of Bakers (FoB) has said it is in the early stages of finding an agency to help promote the health benefits of bread.
Business publication PRWeek had reported that it had seen documents revealing information about the organisation, which represents the UK’s bakery manufacturing sector, looking to team up with the Flour Advisory Bureau as part of the move.
The organisations are believed to be looking for a PR agency that can help “raise awareness of the nutritional and health benefits of bread and the bread industry as a whole”.
Gordon Polson, director of the FoB, told British Baker: “It’s very early days at the moment in our thought processes. We are currently talking to people and trying to understand what we might do and who we can do it with. So we haven’t even got that closely defined yet.”
He added that he was unable to confirm whether the move was part of a bigger health campaign, similar to bread manufacturer Warburtons’ latest marketing push.
The bread manufacturer’s latest campaign to help consumers understand the health benefits of bread has included the commissioning of two pieces of research with the British Nutrition Foundation, as well as a fibre Facebook app to offer consumers information on Guideline Daily Amounts, as well as high-in-fibre and wholemeal recipes.