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I have started to buy this bread because I got so tired of cheap bread going mouldy quickly and changing to that grey, pale yellow colour after a day or two. (See Asda and Tesco own brand cheap bread). I was also frequently put off by the foisty, yeasty smell that can from the cheap bread the day after opening it.
I believe that the flour used in these very cheap breads in different, so you don't get that nice white, soft bread feel and taste the day after opening. It is also common practise to bag bread while it is warm and that is what causes that blue mould that grows very soon on the bottom slice of the bagged bread.
I have never had that problem with Kingsmill Everyday Bread. It smells fresh, is soft enough for sandwiches after the thord day and tastes good. The slices are consistent in size and thickness and there is no waste.
I find that this bread toasts well and I have even used it to make a bread pudding. Yum!
Yes, it is significantly more expensive that supermarket own brands but you can be sure of quality and the shelf life is longer with Kingsmill Everyday Bread. I have been buying my bread from Tesco at three loves for £3 and freezing two of them. They thaw out just like new, fresh loaves and you would never know they had been frozen.
This is something that caused me problems with cheap bread because it sometimes did not freeze well.
I would recommend this bread, unless you have a large family in which case the cost might be important and you probably have no problem in keeping bread for a couple of days because it disappears as soon as it gets into the house.