The discount chain Home Bargains has introduced bread in its stores for the first time, British Baker understands.
The store has been pictured on social media stocking loaves of bread at 79p, and par-baked baguettes at 49p.
The loaves are from Irish bread brand, Gallaghers Bakery, and are displayed alongside shelves of eggs.
The discount store, which claims to sell “top brands at bottom prices”, declined to comment on the move into fresh items. British Baker has also contacted Gallaghers and is awaiting a response.
The introduction at Home Bargains, comes as discount chain 99p Stores opened its first in-store bakery aisle in Northampton last month, which sells fresh bakery produce supplied by Aryzta. More are to be rolled out throughout the year.
Its reasoning for introducing the bakery offering was that customers have broadened their expectations and now demand “quality, freshness and choice”. It sells a range of baguettes and pastries, and will offer a coffee and pastry deal for £1.59.
Gallaghers Bakery is a family-owned business, which produces bread, cakes and pastry. It is based in Donegal, Ireland, and supplies to retailers throughout the UK.
This year has seen many major multiples lower wrapped bread prices, as they attempt to compete with discounters’ offers.
Sainsbury’s is the latest to join the war on discount bread, by cutting 30p off its 800g white loaf until 16 September - bringing the sale price to £1.