Warburtons has launched a new marketing initiative to raise the awareness of the nutritional benefits in bread.
The Bolton-based firm has funded a report by the British Nutrition Foundation, which is due to be published next month, to address the drop in bread consumption, which now equates to between two and three slices per day.
Warburtons will also publish further research and a report on consumer attitudes to bread in the autumn, which it hopes will change attitutes to bread on issues such as salt levels.
Jason Uttley, commercial director at Warburtons, told British Baker’s sister title The Grocer: "As the leading manufacturer in the sector we feel we have a responsibility to put right some misconceptions about bread’s nutritional content. When you look at the facts, bread has a lot of positive nutritional value."