Marks & Spencer has launched a ’Half & Half Super Soft Loaf’, which contains both sliced white and wholemeal bread.

Chris Seaby, product developer for bakery at M&S, told British Baker that the development of the loaf had come about following customer research, which revealed that they were buying white bread predominantly for their children, who weren’t keen on bits, while they preferred seeded and wholegrain loaves.

"They were either compromising by just buying a white loaf, or buying one of each which led to issues around food wastage," said Seaby, who revealed the launch of the new 800g loaf had got off to a fantastic start, with M&S "blown-away" by the sales.

Seaby added that M&S was not aware of any other firms offering this type of loaf. He said the design of the packaging, which opens at both ends, and the combination of two different loaves was unique.