Over 70% of Britons cannot identify ingredients in bread

Research released by food brand Biona found 73% of Britons could not identify the 10 most common additives and preservatives in supermarket loaves, and 93% were unaware a slice of bread can contain up to 19 additives and preservatives.

New research reports that nearly three quarters of Britons cannot identify the ingredients in the bread they buy. The study, released by food brand Biona, measured awareness of common additives and preservatives in supermarket loaves. The findings are presented alongside Biona's 'Rye January' campaign, which encourages people to swap to rye bread for the month. The article also cites research linking additives and ultra-processed foods to various health risks. Key findings: - The Biona research found 73% of respondents could not identify the 10 most common additives and preservatives in everyday supermarket loaves. - Ninety-three percent of those surveyed were unaware that a slice of bread can contain up to 19 additives and preservatives. - Forty percent of respondents believed a typical slice of bread had fewer than 10 ingredients. - Thirty-six percent said they are trying to reduce their intake of ultra-processed foods. - The article notes rye bread’s rising popularity, reporting nearly 30% of people have tried it and describing a version made from four organic ingredients using traditional fermentation. - It references wider studies that have linked additives and markers of ultra-processed foods to higher risks for several health outcomes, and to increased risk of death in one large study. Summary: The research highlights gaps in public awareness about what is in everyday bread and notes growing interest in alternatives such as rye bread. The article reports studies that associate additives and ultra-processed foods with various health risks, and it describes a campaign encouraging rye bread swaps during January. Undetermined at this time.