It seems the national press have gone crazy for posh toast, naming it a new food trend.

A recent article on the, cited the interest in artisan toast as contributing to the increase in sales of speciality bread.

It said the latest figures from Mintel put sales of speciality bread up 8% last year, with granary multigrain bread performing particularly well.

Meanwhile, The Evening Standard named the ‘Artisan Toast Trend’ in its ‘10 new breakfast trends in London’. Apparently it has made its way from the US shores of San Francisco, and is now making waves in London, with consumers paying as much as £3.50 for a slice of toast.

For example, The Modern Pantry in Clerkenwell sells toasted sourdough with berry & liquorice or gooseberry & vanilla jams, kumquat marmalade, manuka honey or Marmite for £3.50, while Ginger & White cafés serve two slices of homemade sourdough toast for the same price and also offer homemade preserves and Somerset salted butter.