My purchase in sandwich breads are mainly guided by how I will use it: if it's for making a sandwich, Id rather prefer a medium slice (like 10 mm thick) and if it's for eating toasted I choose a thicker slice (more like 15 mm).

In terms of flavours, my preference goes to malted, seeded, granary loaves because of the nutty and oat flavours.

Another reason for me preferring this type of breads, is that they often have a more open structure, they are less dough-like in the mouth. You don't end up with your meal too heavy. I'm also attracted by products which present a rounded top and are well-developed.

For me, it refers to less mass production and more craft product. On the contrary, square shaped and flat topped loaves suggest to me value brands that can be a bit doughy.

As for my choice in slice thickness, I buy pre-wrapped or craft product depending on what I will do with it and on how quickly I am likely to use it.

When I know that I'm not going to use it rapidly: I go for pre-wrapped. Shelf life is longer, due to a greater content of preservative. This kind of sandwich bread is also better after defrosting. If I know that I will use the bread more quickly I choose a craft/in-store bakery loaf. I usually buy it unsliced to allow me to cut it to the purpose I'm looking for.

Kevin Alan SMITH, English consumer from York, U.K.