The Co-operative has moved to 100% British wheat across its own-brand sliced bread range across all its stores in England, Wales and Scotland – a market first.

The retailer will be sourcing in the region of 14,000 tons of flour annually from up to 4,000 British farmers nationwide to make its pre-packed sliced bread. This highlights The Co-operative’s ongoing commitment to supporting British farmers.

The move encompasses The Co-operative’s premium Truly Irresistible, standard and Simply Value ranges, and equates to approximately 7.9 million loaves of bread a year.

Elizabeth Bailey, product manager for Bakery at The Co-operative, said: “This is a major initiative for The Co-operative and a great move for British farming. We’re proud to be sourcing 100% British wheat for these essential items.”