Well-packed lunchbox

March 27th, 2014 by Liliane Baines

THE nation’s bakers have taken a bold new approach to promoting the benefits of bread with the launch of a tongue-in-cheek guide to packing a lunchbox.

Bread has faced various challenges over the past few years so The Federation of Bakers – the organisation behind the video – wants to remind young women of the benefits of eating a homemade sandwich for lunch. The attention-grabbing film highlights the low fat and low sugar credentials of bread, providing a fresh, nutritious and low cost solution compared to trips to an expensive deli or microwaving last night’s leftovers.

The Federation of Bakers has been on a mission to bust bread myths since the start of their ‘Slice of Life’ campaign in 2013 and the video is the latest instalment to prove to young women that bread is an important part of a healthy, balanced diet.

Gordon Polson of the Federation of Bakers commented, “Not only is bread low in calories but what people often don’t realise is that it’s packed full of nutrients too: average consumption of about two slices provides at least 10% of an adult’s daily allowance of calcium, zinc, magnesium, protein and B vitamins[i].”

Playing on the popular ‘how to’ video phenomenon, the film sees what appears to be a naked man taking viewers through a step-by-step guide on how to make the perfect sandwich – the foundation of any good lunchbox.

Gordon Polson explained the idea behind the stimulating film. “We already spend a lot of time correcting negative myths about bread.  This film is designed to catch the attention of young women and deliver the facts in a fun way.  Sandwiches can play a key role in a healthy diet.  This is a way of saying that without lecturing – we hope it does the trick.”

The film is designed to reach young women and follows on from last year’s launch of ‘Eau de Toast’ by the Federation of Bakers.  Coinciding with London Fashion Week, the fragrance was created as a humorous challenge to the fashion for bread-free diets.