Four major UK supermarkets accused of misleading ‘freshly baked’ bread claim

Real Bread Campaign makes trading standards complaint over marketing by Sainsbury’s, Tesco, Lidl and Co-op

They were the best thing since sliced bread. Supermarket bakeries, with their aroma of oven-hot goods, attracted customers who wanted a fresher product than the standard pre-packed offering.

But campaigners have cast doubt on just how fresh these baked goods are, with four big supermarkets accused of misleading claims and breaches of consumer protection regulations.

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