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Retail Chain Targets Numbers-Free Bread Demand

Retail Chain Targets Numbers-Free Bread Demand

Brumby’s Bakery published the results of a national consumer survey and launched a new range of ‘numbers-free’ bread. The Better Bread Report, authored by dietitian Shane Landon, indicates that as many as 83 per cent of Australians are concerned about additives or numbers in foods.

The reports state that concerns about the unknown effects of food numbers, combined with the difficulty in isolating problem ingredients or foods, may be enough reason for many people to try to reduce their consumption of numbers in food.

A survey of more than 1000 adults across Australia conducted for the report found that 89 per cent of respondents felt additives and numbers are not good for them while 69 per cent try to avoid buying foods with additives.

A snapshot of more than 170 breads and rolls from bakeries and supermarkets across the country found every bread line reviewed contained at least one number, some with up to eight.

“Certainly more research is required to understand the long-term effects of consuming a combination of different food additives, as most are tested in isolation,” Shane said.

Concern about numbers increases with age, with 74 per cent of 18-to-34 year olds concerned, compared with 89 per cent more than 55 years old. Interest in food containing no numbers is almost as high among males as females (91 per cent compared to 94 per cent) and equal for regional and metropolitan areas (93 per cent).


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