The not-so-fresh bread at the centre of Coles' latest controversy is baked up to six months before it's sold and as far offshore as in Europe.
Coles has once again hit the headlines this week, with the ACCC launching legal action against the supermarket giant for engaging in false, misleading and deceptive conduct.
It's alleged the supermarket has been supplying bread that is partially baked and frozen off-site, transported to Coles stores and then ‘finished’ in-store. The products are promoted as ‘Baked Today, Sold Today’ and/or ‘Freshly Baked In-Store’.
The legal action covers various ‘Cuisine Royale’ and ‘Coles Bakery’ branded bread products.
According to SMH, croissants, danishes and muffins are being shipped frozen from Germany, Belgium and Denmark.
Janet Blythman, head of the National Baking Industry Association, said a range of baked goods, which when frozen have a shelf life of six to 12 months, are shipped from overseas – a process which takes at least 10 weeks from Europe.
Coles, which has announced it will vigorously defend the allegations, isn't the only supermarket chain engaging in such practices.
According to SMH, Katia Abouthrouche, whose husband manages an IGA store in Annandale, said their bread came from Germany and was frozen until it was needed, and then baked in the morning.
"The people love it fresh," she said.
A Woolworths spokesperson, however, has confirmed all Woolworths bread is made in Australia.