The Co-operative has become the latest retailer to make the move to using 100% British wheat. Its own-brand sliced bread range, across all stores in England, Wales and Scotland excluding its Scottish Square White Bread will now be made with home-grown wheat.
The move encompasses 10 lines across its premium Truly Irresistible range, standard and Simply Value ranges, and equates to approximately 7.9 million loaves of bread a year.
The packaging has been updated to include a 100% British wheat logo, which is available in stores now, said Elizabeth Bailey, product manager for bakery at The Co-operative. The price of the loaves will remain the same, she added.
The firm said it will now be sourcing in the region of 14,000 tonnes of flour annually from up to 4,000 British farmers nationwide, which is part of The Co-operative’s ongoing commitment to support British farmers.