Re: Britain's Worst Supermarket : Tue May 14, 2013 11:24 am
Man in Madrid wrote:
Euphorium supplies Artisan bread to a limited number of stores that are classed as "upmarket" locations, and can sell at the increased price point. It is delivered from the Islington bakery twice each day. It is scratch-baked from raw ingredients each day. ...
"Scratch-baked from raw ingredients each day" ... that's utterly meaningless mate.
Chorleywood bread is also "Scratch-baked from raw ingredients each day", indeed that was the point of the invention of the process, to make it quicker from low-protein flour with very little proving time.
With no mention of which ingredients or what method(s) and time(s) of proving, it could just be upmarket rubbish in a nice old-fashioned paper bag.
For example, bread can be (and very often is) baked containing GM enzymes (labelled as mere "flour improver"), very large amounts of yeast to cut down on the proving time ... and even so-called "organic" bread is allowed to contain GM soya flour.
For what it's worth, I'm happy to accept that this particular "artisan" (meaningless term) bread is decent and fit to eat.
I am merely being deliberately picky to illustrate how semantics can be used to make sh11t sound palateable.