13 November 2024

Unidentified substance found in ‘Nature’s Fresh’ white toast

When you buy bread of a reputable brand from your local grocery store, you expect it to be fresh and the pack to contain bread slices ready to eat. Correct? But at times, it is better to look carefully before taking a bite.

When a NewsViews staffer bought ‘Nature’s Fresh’ Toast White yesterday from the Rototuna New World, they were in for a shock when the bread pack was opened this morning. Bread has best before 1 Nov. on the tag.

When the top slice was removed, a thick black-coloured substance was found stuck on the toast, with a bit of black powdery substance sprinkles elsewhere.

Unidentified matter found in bread (Photo:NewsViews)

This ‘Nature’s Fresh’ bread was far from the ‘deliciously fresh bread’ the company- Goodman Fielder New Zealand claims on their website.

New World’s HR Business Partner, Bhawna Desai promptly acknowledged and confirmed our concerns were being forwarded “onto their rep,” and would wait for the company to respond to our complaint.

Unable to identify the substance and not knowing if it was harmful, NewsViews took up the matter with Goodman Fielder, Auckland, and provided them photographs as evidence. Our concern was the whole lot of bread manufactured in that batch was affected or was the problem just confined to one single bread that we ended up buying.

In their emailed response today, the company’s Quality/Consumer Advisory Centre’s Prashant expressed their apologies and were disappointed as their products are checked regularly.

“During all stages of the manufacture of our products we aim to maintain a high standard of quality assurance.  Production personnel are required to regularly check all products to ensure that they meet our consumer requirements…We also operate a Good Manufacturing Practices standard, hence our disappointment in your recent experience.

“Our company has a strong commitment to providing quality products and service…Due to the nature of the matter, we have passed your comments onto our Quality Assurance Team, enabling further investigation, and action to be taken.”

However, NewsViews is yet to to be told if any other breads of this batch were also affected and whether consumption of this unidentified matter found was a food safety concern for other consumers as well.

Also, as the company has not made any effort to get this bread back from us, the question is how is their quality assurance team going to investigate the nature of the substance found?

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