The Federation of Bakers has teamed up with TOWIE star Georgia Kousoulou to launch a sportswear range inspired by bread.
Featuring slogans including ‘I Run on Bread’, and ‘Eat, Sleep, Toast, Tone’, the limited-edition collection of leggings and vests aims to promote the humble loaf as the “perfect workout partner” and a healthy source of carbohydrate.
The collaboration comes on the back of research which revealed that young women were unnecessarily shunning carbs from their diet.
The poll of 2,000 females aged 18-35, conducted by research firm Opiniun, found that as many as 59% disregarded bread as a healthy source of carbohydrate, while more than a third (37%) believed that avoiding carbs entirely was an effective way to shape up.
In addition, only 22% would consider eating bread as a means of boosting energy levels before exercise, the survey showed.
Sports nutritionist Anita Bean welcomed the pro-carb message and insisted bread had endured a “rough time” over the past few years due to the low-carb, gluten-free and fad diet trends.
“There is no need for the 99% of the population who do not have coeliac disease to avoid bread,” she said. “Bread is good for you and is a healthy choice as part of a balanced diet. It is an important source of carbohydrate, which fuels the brain, nervous system and heart, as well as all your daily activities and exercise. It’s low fat, low in sugar, and wholegrain, wholemeal and brown bread is high in fibre, so If you’re serious about getting into shape, then bread can help you achieve this.”
Kousoulou added: “As much as we can all get carried away with the latest expensive fad health trend, bread is an important part of eating healthily and is the perfect fuel for my workouts.”