The US bread industry is to hold a “bread summit” this week to discuss how to combat falling sales caused by the popularity of low-carbohydrate diets.

Around 40% of US consumers are eating less bread now than a year ago, according to the summit’s organisers, the National Bread Leadership Council. The meeting will discuss ways in which the industry can counter what it believes is misinformation encouraging consumers to eat less bread, reports the Financial Times.

More than one hundred industry representatives, including executives from US food giant General Mills and Sara Lee, are expected to attend the summit.