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The Real Bread Campaign made a trading complaint in 2023 about supermarkets using the phrase “freshly baked” for bread that was re-baked.
Recently, Lidl forced to drop the freshly baked bread claim. Real Bread is hoping other supermarkets will be forced to follow suit.
When I bake bread for COGS on a Saturday, it is indeed freshly baked in the morning after an overnight retarded proof in the fridge. I’ll start at about 05:30 and the bread will all be out of the oven by about 07:30. The bread is normally ever so slightly warm when I take it down to COGS for 09:30.
You can support small scale, hand-fermented sourdough by rocking up to COGS on a Saturday morning (and grab some zero waste stuff while you are at it).
Hope to see you there.
The Great British Fake-Off
