Coles ‘fresh’ baked goods for up to six months

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The not-so-fresh bread at the center of Coles’ latest controversy is baked for up to six months before being sold and as far away as in Europe.

Coles made headlines again this week, with the ACCC launching a lawsuit against the supermarket giant for engaging in false, deceptive and deceptive behavior.

It is alleged that the supermarket supplied partially baked and frozen bread off site, transported to Coles stores and then “finished” in store. Products are promoted as “Baked today, sold today” and / or “Freshly baked in store”.

The lawsuit relates to various “Cuisine Royale” and “Coles Bakery” brand bread products.

According to SMH, croissants, pastries and muffins are shipped frozen from Germany, Belgium and Denmark.

Janet Blythman, director of the National Baking Industry Association, said that a line of baked goods, which when frozen have a shelf life of six to 12 months, are being shipped from overseas – a process which takes at least 10 weeks from Europe.

Coles, which has said it will vigorously defend the claims, is not the only supermarket chain to engage in such practices.

According to SMH, Katia Abouthrouche, whose husband runs an IGA store in Annandale, said their bread comes from Germany and is frozen until needed and then baked in the morning.

“People love it fresh,” she said.

A Woolworths spokesperson, however, confirmed that all Woolworths bread is made in Australia.


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