Sainsbury’s shoppers mock supermarket for selling ‘burnt’ bread under the disguise of a ‘well fired’ loaf
The 400g loaf costs 75p and is 'great option' to have with soup according to the supermarket
SAINBURY'S shoppers have mocked the supermarket giant for selling "burnt" bread - but marketing it as a "well fired loaf".
Scores of customers have tweeted the store with images of the blackened crusts with some accusing them of 'completely burning' the product.
Twitter user 'Carole29' wrote: 'No Sainsburys, it's not "Well Fired", it's "S***, we've burnt the bread, quick think of a name for it so the gullible will buy it".'
@davidgcant added: "Look out @sainsburys your well fired loaf.....thats burnt in my book."
And @angier79 joked it was a 'cremation service', writing: "And @sainsburys well fired? Wow, sure is! #sainsburys #cremationservices."
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A Sainsbury's spokesman told the last year: "Sainsbury's Well Fired Loaf originated in the late 1980s in our Castle Vale store in Birmingham.
"The bakery manager at the time created the line in response to the popularity of the loaf from independent bakers with local customers."
The 400g loaf costs 75p and is 'great option' to have with soup the supermarket added: "As its name suggests, the Well Fired Loaf is baked for longer to create a unique crust which makes it a great option to have with soup."
Health officials say burning starchy foods such as spuds, bread and pizza dough may increase the risks of developing the disease.
The Food Standards Agency insists carbs should only be cooked until “golden” and in accordance with the instructions on any packaging.
Cooks should also resist the temptation to turn up the oven temperature as a “shortcut” because it increases the likelihood of burning.
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