A new benchmark for bread quality will hit UK bakeries and bakery aisles in October.
The Loaf Mark is intended to indicate at-a-glance if a loaf is additive-free and has been created by the Real Bread Campaign, an organisation that champions educating consumers about the ingredients used in the production of bread.
Bakers who sign up for the Real Bread Loaf Mark scheme have to sign an annual agreement stating that they will only use the Loaf Mark to promote what the campaign calls real bread: loaves made without the use of processing aids or any other artificial additives.
Campaign ambassador Andrew Whitley, who also runs UK baker Bread Matters, said: “The Loaf Mark is an eye-catching badge that bakers will want their real bread to wear with pride.”
Full details of the scheme can be found at www.realbreadcampaign.org from the beginning of October.