It's one of those things that we don't really realise about ourselves — our bread is pretty good and our tastes in bread are actually quite grown-up. Kids eat a much, much more varied range of bread now.

And unlike, say, our transition to semi-skimmed milk, it doesn't seem to have really happened as a result of deliberate nudge theory; it's probably more down to cheap flights to the EU and exposure to European bread that people started to remember that our bread used to be varied, rustic and regional, and bakers found that there was demand for pre-Chorleywood breads.

Perhaps it happened simultaneously with our rediscovery of quality cheese.

Including our rejection of margarine, three mass-production uniform-food trends reversed over the same period.

ETA: I guess there was a bit of nudge theory regarding wholemeal bread — was it ever subsidised? Can't remember if margarine alternatives ever had subsidies.