WE'VE all fallen in love with sliced white bread again in the cost-of-living crunch.
Hard-up Brits no longer have the dough to burn a fiver on a posh loaf.
So we are returning to the classic cheap white sliced loaf.
Sales were up 13% last year, and are up 31% compared with 2020.
Comparatively, last year the value of sales of fancy sourdough increased by 3% - which is a large drop once food inflation is added to the mix.
"My father told me that we always did better during recessions," says Jonathan Warburton, the fifth generation to be heading the Bolton-based family bakery.
"White sliced bread comes to the fore when people are short of money.
There is also a huge comfort factor!" His Toastie loaf, Britain's single best-selling loaf, costs &pound;1.40 in most supermarkets - two and a half times cheaper than the typical sourdough.

BEST THING SINCE SLICED BREAD IS, ER, SLICED BREAD

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{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.