Iceland has reportedly pulled a particular bread loaf from its shelves following a complaint from a campaign group - and other stores could be set to do the same.
"The Real Bread" campaign has been protesting against the use of the word wholemeal in 'half and half' loaves and has claimed that Iceland has already withdrawn its ‘50% white and wholemeal’ after a complaint was lodged with Trading Standards.
The bread campaign group has been asking companies to review their marketing as legally the word "wholemeal can only be used in a product name or marketing if all the flour in that product is wholemeal."
