The Real Bread Campaign argued Iceland's own-brand loaf cannot be advertised as wholemeal, whichever way you slice it
Iceland pulls ‘half and half’ loaf after bread campaign group rises up against ‘wholemeal’ claims
A supermarket chain has withdrawn a loaf of bread from sale after a campaign group protested against the use of the word “wholemeal” in its name.will stop selling its own-brand “50 per cent white and wholemeal” loaf, following a complaint from the Real Bread Campaign, which argued the product cannot be advertised as wholemeal, whichever way you slice it.
Food standards guidance produced by the Department for Food, Environment and Rural Affairs states that “bread labelled or advertised as ‘wholemeal’ must contain 100 per cent wholemeal flour”.
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