Is “health bread” a scam?

Bakery firms are making big promises: touting premium loaves to help with everything from dieting and flatulence to memory loss and the symptoms of menopause. I enlisted some experts and we took apart 12 supermarket loaves to ask: are health breads a big gluten-loaded con?

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(Extended version of an investigation for the Daily Mail, published 21 Feb 2013)

Once there was white bread, which was nicer, and there was brown bread, which was better for you.

Now most supermarkets stock 40 or more different breads. They’re far more than the building blocks of a sandwich: some “health breads” claim to make you fitter, slimmer, to improve your memory or even to stop you eating so much bread.

Some of the designer health breads cost five or six times what a normal loaf does. They are imported from France, Italy and Germany. Yet many of the products have little or no health value at all – and the claims may be in contravention of labeling law.

Many of these breads also taste horrible. But people don’t buy them first for flavour.

One of the brands, Burgen,  calls itself “bread shaped health food”. One of the loaves is flavoured with linseed and soya and claims to help with symptoms of the menopause through adding natural hormones to the diet.

But medical professionals told us that was “extremely unlikely”.

Burgen, which is owned by Britain’s biggest bakery company, ABF, claims a whole range of medical benefits for its loaves, but our experts poured cold water on most of the promises. We requested scientific evidence from Burgen, but it didn’t provide any.

Burgen breads cost £1.40 each in supermarkets, more than twice as much as basic bread.

There are breads that promise healthier bones and better brain function and memory, and of course, relief for a range of allergies to gluten, wheat or excess yeast. But many of the claims are misleading or unproven.

Our survey found that expensive slimmers’ bread from WeightWatchers and Nimble is almost identical to and just as fattening as budget white bread at less than a third the price.

Some of these breads address problems – like healthy bones – that hardly exist among the sort of people able to pay for designer loaves.

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