Asda hopes to attract more upmarket shoppers with its new artisan breads. The 14-strong stone-baked range includes a Mediterranean Loaf, Green Olive Loaf, Date & Maple Loaf, Rustic White Loaf, Malt and 6-seeded loaf, Sunflower & Honey Loaf, Ciabatta and Pain de Campagne.

Mike Hanley, Asda’s in-store bread and morning goods buyer, said: "We previously had a limi-ted range of five speciality breads and, as we are getting more affluent AB shoppers, it was clear we needed to cater for their needs. We also wanted to offer our core shoppers something to eat at home that is as good as you’d get in an exclusive restaurant."

The loaves are baked-off in-store and have an RSP of £1.18. Asda’s speciality bread packaging has not changed, but the artisan range now includes a ’watch strap’ band round the middle of each loaf to differen-tiate it from the standard range.

The Mediterranean Loaf includes sun-dried tomatoes, green olives, rosemary, oregano and basil, while the Date & Maple Loaf is made with a blend of white and wholemeal flour, chopped dates and is sweetened with Canadian maple syrup.