Interestingly, having written yesterday about supermarkets and their free from ranges, today I walked over to Waitrose to buy some self raising wholemeal flour for a muffin recipe I am about to post.
The range of flour on offer spoke volumes about the Waitrose target customer. In this particular store the flour is stocked next to the 'free from' range. It took up almost as much shelf space and included more varieties of 'strong' or 'bread making' flour than all the other types of flour put together. There was a single alternative for each of plain and self raising white and then a few non-white flours including, naturally, a choice of spelt flour. One (Duchy organic) was £1.99 for 1.5 kilos and the other (Waitrose own brand) was £1.99 for 1 kilo!
Really? I mean, I know it's a middle class shop an' all, but...seriously?
No self raising wholemeal, sadly.
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