Brennans "Todays Bread Today" Not true in some stores.

I posted in some thread about this before...In my 4 local supermarkets, mountains (20 plus loaves) of their Wholegrain bread is unsold on every visit I make and I can only assume gets eventually dumped, yet their Wholemeal is sold out pretty much day in day out. Some businesses would dream of a scenario where they could tell by the shelves what sold and what didn't so easily, the wastage and on the other hand lost sales is incredible. I'm no baker, perhaps there's an explanation that for every loaf of Wholemeal there's unused junk created that goes in to the Wholegrain bread that could explain this madness.

Isn't the slogan just a throwback to the days when bakers didn't work on Sunday nights, so there was no fresh bread on Mondays? My recollection is that Brennans were the first to change the work practice and supply fresh bread on Mondays.

Given that shops will be stocked from very early morning, "today's" bread is likely to be "yesterday's" by the time it gets to the shop in the first place!

It's always Today's Bread Today when it's baked. That bread makes it's way to shops that same day. The fact that some is still on the shelves tomorrow doesn't take from the baker's claim.

they deliver bread the same day they bake it. Slogan seems accurate.

However OP doesnt buy bread direct from baker. Brennans don't control the rotation policies of supermarkets, and OP recognizes this when they speak about feeling the bread before buying it. If you were replying on a cast iron guarantee from brennans you would not be checking! The fact you do means like everyone else you know the old ones are not tossed after day 1.

if they were removed from sale then i would personally boycott the brand because that would be wasteful and unnecessary.

this is just a moan. no harm, online forum seems a good place to have a moan. IMO no legal value, just a consumer expressing their impractical opinion. Hopefully they will take on board some of the dissenting opinions and temper their views.

And just to pee everyone off. While goods inwards of a large supermarket in the past, I saw the brennans driver replacing the dates with his date gun. The bread comes out / did come out, of the bakery with no date and it is printed and attached on the van.

Once upon a time, consumer affairs tried to do the shop for selling bread with no date attached. Lazy driver wasnt watching. So next day, I was instructed to inspect the delivery and remove all bread with no date from the shelves. Bread was given back to the driver and put on a returns docket with wording - "returned to supplier as no date attached on the shelf" Said docket was presented in court and case was dismissed.

does that confuse you?

they deliver to the supermarkets every day - daily fresh bread. you can check the dates and get a fresh loaf - if the supermarket puts it out, which they usually do.

It does not say every pan of bread you see on the supermarket shelf left the bakery early that morning. Can you see the difference?

It IS their advertising slogan, it's repeated ad nauseum on their radio ads. Claiming that it means they ship fresh bread daily is nonsense - that's what every bakery does.

The slogan implies that when you buy a loaf of Brennans Bread, it was baked the same day.

Where in the screen shot from Brennans website does it mention anything about shipping fresh baked goods everyday?

I can see in the last line that it quite clearly states their motto 'Today's Bread Today' means the bread you see on the shop shelf every day will have left the bakery early that morning (it's the last 4 lines of the screen shot). They explicitly say "see on the shop shelf" not delivered to the goods in of the shop.