Lidl rebrands sourdough bread for accuracy
Lidl renamed its ‘Sourdough crusty rye bloomer’ to ‘Crusty Wheat & Rye Bloomer’ on December 1, following complaints that included a note from the Real Bread Campaign. The initial name was found to not correctly describe the product, which had a misleading ‘sourdough’ claim although it was made of 56% wheat flour.
