UK-based William Jackson Food Group has made its Jackson’s Yorkshire’s Champion Bread palm-oil-free and claims it has made no difference to the taste.

The palm-oil-free products will hit the shelves of Tesco, Sainsbury’s, Morrisons, Waitrose, Booths and Ocado this week in new packaging to reflect the reformulation.

David Balmer, the managing director at Jackson’s, said: “While we’ve only ever used sustainable palm oil in our products, the people who buy our bread have demanded more. Our mission was to remove palm oil from all of our products, without compromising the delicious taste and freshness of our much-loved bloomers and rolls. We’re thrilled that we’ve achieved what we set out to.”

A spokesperson told just-food that no replacement ingredient has been used instead of palm oil, adding: “We’ve got some great people in the team who have reformulated the recipe again and again until we’re happy that we have exactly the same product without the need for palm [oil].” 

Jackson’s claims around half of “packaged products” on UK supermarket shelves contain palm oil and considers the company to be the “first dedicated British bread brand to be completely palm-free”.

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By GlobalData

“Across the food industry, brands are becoming increasingly alert to the impact ingredients such as unsustainable palm oil can have on the environment, and while many brands are backing sustainably-sourced options, environmental campaigners continue to highlight the devastation caused by unsustainable palm,” Jackson’s added.