Is the sliced white loaf toast? 

Sliced white bread
White bread is falling out of favour among Brits Credit: Geoff Pugh

Traditional foods are falling out of favour as British consumers swap household staples such as white bread, rice and potatoes for more adventurous dishes.

A  recent poll commissioned by Lurpak found that our taste in food is changing thanks to a rise in people travelling abroad and gaining an interest in international foods. 

We’ve shaken off any fear of venturing forth from the classic white sliced loaf towards the flavoursome alternatives sitting next to it on the shelfDan Lepard

Australian baker and food writer Dan Lepard said: "Now more than ever, people are being exposed to exciting new taste experienecs from around the world and these are influencing our food choices back home." 

He added that our "thirst for experimentation is encouraged by the variety of alternative breads, exotic foods and ingredients now available in the UK and this is helping us in our search for new flavours. With this comes a ntural progression beyond traditional flavours to more adventurous tastes."

Because of this, a third of Brits believe the foods they consider to be essentials or staples of their diet have changed, while 72 per cent said they have expanded the variety of foods they eat over the last few years.

People are swapping white bread for other types such as pitta bread

60 per cent said they have come to inreasingly value flavour in their diet and are now less happy to "settle" for traditional, and often plain, options.

The poll found that white bread is continuing to decline in popularity with Brits more likely to call wholemeal bread their favourite and 47 per cent reporting that they buy less white bread than they used to.

White bread is also being bested by wraps, pittas and flatbreads, with half the study saying they had purchased both wraps or pitta bread in the last 12 months, and 30 per cent claiming to regularly buy flatbread.

Lepard said: "We’ve shaken off any fear of venturing forth from the classic white sliced loaf towards the flavoursome alternatives sitting next to it on the shelf.

"Flatbreads, wraps, pittas and sourdough are readily available on our doorstep and are rapidly becoming the new order of the day."

The poll also found that the trend isn't limited to bread.

Nearly a fifth of us are buying fewer potatoes than we used to, and 25 per cent are buying less white pasta.

Despite both being widely considered traditional British meals, they found that one in five people surveyed hadn't eaten either fish and chips or sausage and mash in the last twelve months.

A further four in ten hadn't eaten toad in the hole in at least a year and half hadn't eaten scampi. 

30 per cent of Brits regularly buy flatbread

Jordan O'Farrell, a brand manager at Arla Foods said: "Our demand for new tastes is ever increasing with more than half of those polled trying a new type of food at least once a month.

"And when it comes to our breads of choice, we’re seeing a departure from the norm with as many as seven in ten feeling they’ve eaten a greater variety of breads in recent years, including wraps, pittas and flatbreads.

"We all know that bread and butter are the perfect match, but what’s really interesting is the rise of new breads and with it the opportunity to bring genuinely new and exciting bread accompaniments to our plates."

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