Real Bread Campaign relaunches loaf mark

The Real Bread Campaign is calling on bakers to market their additive-free loaves with its revamped loaf mark.

As part of the relaunch, the Real Bread Campaign has replaced its former red and black symbol, which previously carried a picture of a baguette-style loaf, with a modern rectangular-framed mark featuring black and white text and a circular logo.

More than 40 bakeries a year have joined up to the scheme, which debuted in 2013, with the intention of making it easier for customers to select additive-free bread.

Bakeries that join the initiative sign an annual agreement that permits them to use The Real Bread Loaf Mark in their additive-free loaf marketing.

“So that shoppers know for sure which loaves are and aren’t additive-free, we continue to urge the government to introduce mandatory full ingredient listings for all loaves, and encourage all bakeries and loaf retailers to do so voluntarily in the meantime,” said Real Bread Campaign co-ordinator Chris Young. “Our scheme offers simple, visual guidance to be used alongside this.”

The campaign has also refreshed its website and unveiled what it calls a “more user-friendly” Real Bread Map to help businesses promote additive-free loaves, baking classes, equipment and flour from independent mills.

The activity comes a week after the campaign revealed that 16 small bakeries had signed up to its No Loaf Lost pledge to reduce surplus loaves. Launched in January, the scheme is based around a guide detailing how bakeries could cut the number of excess bread and reuse leftovers by redirecting to people or charities or repurposing as animal feed, fertiliser or for energy.

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