In a survey a couple of years back, baking bread was recorded as Britain’s second favourite smell, just behind fish and chips. Apparently the aroma of bread, lovingly prepared by hand and freshly baked, is comforting and evokes fond memories of childhood.

So, whilst not many of us have the time to bake our own these days, how fantastic it is that all of our major supermarkets, it would seem, have invested in their own in-store bakeries. Or have they…

We were drawn to Rose Prince’s interesting piece in the Daily Telegraph this week, The truth about your supermarket loaf, which in its opening headline asserts that the said loaf is made with flour that’s been shipped across the globe, then frozen for up to a year before you buy it.

According to Rose, we all need to wake up to reality. “That crusty loaf on sale at opening time in your local supermarket may not have been kneaded, shaped and proved by a real baker, but brought in deep-frozen from a plant hundreds of miles away, defrosted and “baked-off” by staff who only need to know how to throw a switch.”

If that’s genuinely the case, we’re not ashamed to admit we feel a little bit violated and are ready to scurry off back to our local independent bakers. Because this is another example of big supermarkets using smoke and mirrors to give the impression of one thing when the reality is quite different. They might argue that the loaves and the cakes are, technically, being baked in-store. But the concept of an ‘in-store bakery’ conveys more than the technicality; it gives off the concept of freshness and all that is encapsulated by bread being prepared from scratch on the premises each and every morning.

But is this even important? We think so, because when brands play fast and loose with the truth and start using huge amounts of artistic license, the consumer’s belief in them as a truthful and trustworthy brand becomes severely tested. The consumer doesn’t like to be treated like a fool!

We know this from quantitative research we conducted last year around the whole issue of healthy labelling of food.  In the research consumers told us that manufacturers had deceived them in the past with marketing strategies that lead them to believe products were healthy. Consumers were clear; they wanted honesty. Now this issue of baking in-store would seem to be the flip side of the same coin.

The game, it would seem, though, may soon be up. The Telegraph reported that a change in European law will require retailers to identify all foods that have been previously frozen. This means that the “thaw and serve” will be revealed for what they are and, perhaps as importantly, the hood they have been pulling over the consumers’ eyes will be lifted once and for all.