Frozen "Fresh Baked" Bread in Asda

molerat

I went to get some fresh rolls in my local Asda this morning and they were a bit cold and damp. Rummaged through the whole pile and the bottom ones were frozen solid. I know that they use bread mix and frozen part baked but passing off frozen bread as "Fresh Baked In Store" is a bit off. :mad:

davetrousers

Maybe they were freshly baked before they were frozen!

A bit like Burger King saying Flame Grilled. The are flame grilled then shipped out to the 'restaurants' where they are then microwaved.

HouseHuntr

molerat wrote: »

I went to get some fresh rolls in my local Asda this morning and they were a bit cold and damp. Rummaged through the whole pile and the bottom ones were frozen solid. I know that they use bread mix and frozen part baked but passing off frozen bread as "Fresh Baked In Store" is a bit off. :mad:

Fresh baked in store implies that it was freshly/recently baked in the store, exactly what they've done.
It doesn't imply it's not been frozen. Now if they'd put Fresh bread baked/made in store, that would be different.

rsykes2000

davetrousers wrote: »

Maybe they were freshly baked before they were frozen!

A bit like Burger King saying Flame Grilled. The are flame grilled then shipped out to the 'restaurants' where they are then microwaved.

Sorry, that's not true. Last time I knew about how they were cooked (friend worked there briefly), they were sent to the restaurant frozen and completely uncooked and then they went through the griddle to cook and flame grill them.
The whole thing at the end of prep is put into a microwave to get it warm but the burgers were definitely cooked on premises.

molerat

HouseHuntr wrote: »

Fresh baked in store implies that it was freshly/recently baked in the store, exactly what they've done.
It doesn't imply it's not been frozen. Now if they'd put Fresh bread baked/made in store, that would be different.

Fresh baked implies straight from oven to display, not via the freezer.

gordikin

I've heard instore bakeries described as bread tanning salons. A perfect description I think!

jimbms

From what I gather the dough is made at a central point then frozen and sent out to stores who then cook it in store.

4743hudsonj

jimbms wrote: »

From what I gather the dough is made at a central point then frozen and sent out to stores who then cook it in store.

This is what id think too.

When i worked in subway we had a system like that, we received plain sticks of frozen bread (looks like a large frankfurter) then defrosted overnight, prepped with toppings, proofed and baked.

So although the dough is made elsewhere its baked instore, i wouldnt consider freezing in-between then "fresh" as it takes a few hours to fully freeze bread, and it isnt going to be frozen to then go out on the shelf!

pimento

The Delice de France range sold by the Co-Op is lovely, pre-cooked and frozen notwithstanding.

molerat

jimbms wrote: »

From what I gather the dough is made at a central point then frozen and sent out to stores who then cook it in store.

Which is what I said in my OP but this was the finished article that was placed on the shelf still frozen under the guise of fresh baked.

jimbms

sounds like the oven is goosed and they put it out without checking.