Artisan Bread

What is it with this stuff? It's everywhere all of a sudden! All the sandwich chains are lousy with the stuff.

Was there a focus group that informed the sandwich industry that a new bread was in town and that it had to be worked in with the usual breads/rolls and wraps or else sales would plummet?

I've nothing against the stuff particularly ( in fact the prosciutto, Parmesan and basil Artisan at Pret is very tasty ) but its all a bit weird how it is now a lunchtime staple from nowhere. Was there an Artisan shaped hole in the market. A reaction to a particularly disappointing Ciabatta sales curve?

Maybe it's all a ruse. The pre-cursor to a very clever marketing campaign for something else that takes the roof of your mouth when eaten perhaps?

Or maybe this is a sign of the tough economic times we live in. For Artisan bread read three day old baguettes that we just can't afford to throw away.

I remain confused having sought a definition of this new bread and finding that artisan bread is made in small batches, not mass produced.

I suppose it doesn't matter really it's just that being marketed to with fake authenticity sticks in my throat just a little. Yes....just like the bread!

Posted via email from oliversrussell's posterous