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Bread: Atta, White, Multigrain

Say, which one did you have today?

We tested 13 popular brands of bread – 5 atta, 4 multigrain and 4 white – and put them to test for common standard parameters, including dietary fibre, protein and potassium bromate. Of course, each one of us has a favourite brand of bread and that may have everything to do with habit or everything to do with health consciousness. Where do I get the most dietary fibre, for example? Are they really ‘healthy’ stuff, these fibre-rich variants, as their manufacturers claim? How much is the fibre content in them? What is the chance that a given bread type has sand, dust or dirt? Also, is one fibre-rich bread type as good as another, or is any bread as fine as another—in other words, are they substitutable? Do they all meet the basic quality requirements as per the national standards?

While white bread has refined white flour as the main ingredient, atta bread has whole-wheat flour as the main ingredient or as one of the main ingredients. Multigrain bread has a mix of around 5 to 12 flours (gram, barley, soya bean, etc.) and can be based in either wheat flour (maida) or whole-wheat flour (atta). Making a choice between these can be, as mentioned earlier, a matter of routine or based on one’s health priorities. The following report will give a lowdown on the performance of 13 brands along parameters that are expected to help consumers make an informed choice.

You can see list of our CV Surveillance Series- Bread below, perform Side-by-Side comparison. If you need further help, do have a look at Conzumr Guides and Tips. Alternatively you can view all Bread to choose your own favourites.


Bread means the product prepared from a mixture of wheat atta, maida, water, salt, yeast or other fermentative medium containing one or more of the following ingredients, namely condensed milk, milk powder (whole or skimmed), whey, curd, gluten, sugar, gur or jaggery, khandsari, honey, liquid glucose, malt products, edible starches and flour, edible groundnut flour, edible soya flour, protein concentrates and isolates, vanaspati, margarine or refined edible oil of suitable type or butter or ghee or their mixture, albumin, lime water, lysine, vitamins, spices and condiments or their extracts, fruit and fruit product (candied and crystallised or glazed), nuts, nut products , vinegar and oligofructose. Oligofructose is a form of dietary fibre found in vegetables and other plants.

Side by Side comparison

Buy Now Atta
Britannia ₹ 25
Refreshed 3 years ago
Highlights
MRP (Rs)
Atta : 20
Atta : 28
Atta : 25
Atta : 28
Atta : 28
Multigrain : 50
Multigrain : 50
Multigrain : 50
Multigrain : 50
White : 35
White : 30
White : 18
White : 23
Net Weight
Atta : 400 Gm
Atta : 450 Gm
Atta : 450 Gm
Atta : 500 Gm
Atta : 500 Gm
Multigrain : 450 Gm
Multigrain : 400 Gm
Multigrain : 400 Gm
Multigrain : 450 Gm
White : 700 Gm
White : 600 Gm
White : 350 Gm
White : 500 Gm
Manufactured by
Atta : Mrs Bector’s Food Specialties Ltd
Atta : LR Foods Pvt. Ltd
Atta : Britannia Industries Ltd
Atta : Beverly Bakers Ltd
Atta : Harvest Gold Industries Pvt. Ltd
Multigrain : Britannia Industries Ltd
Multigrain : Mrs Bector’s Food Specialties Ltd
Multigrain : Perfect Bake
Multigrain : Harvest Gold Industries Pvt. Ltd
White : Mrs Bector’s Food Specialties Ltd
White : Harvest Gold Industries Pvt. Ltd
White : LR Foods Pvt. Ltd
White : Britannia Industries Ltd
Atta : 5
Atta : 6.22
Atta : 5.55
Atta : 5.6
Atta : 5.6
Multigrain : 11.11
Multigrain : 12.5
Multigrain : 12.5
Multigrain : 11.11
White : 5
White : 5
White : 5.14
White : 4.6

Atta Bread - English Oven is the cheapest and Perfect is the costliest.

Multigrain Bread - Harvest Gold and Britannia are the cheapest brands and Perfect Bake is the costliest one.

White Bread - In terms of unit price, Britannia is the cheapest brand and Perfect is the costliest.

Test Results
Atta : 3.37 %
Atta : 5.1 %
Atta : 3.2 %
Atta : 2.7 %
Atta : 4.43 %
Multigrain : 5.92 %
Multigrain : 5.99 %
Multigrain : 4.55 %
Multigrain : 6.62 %
White : 3.85 %
White : 3.5 %
White : 3.61 %
White : 3.12 %

Dietary fibre can generally be described as that portion of food that is not digested in the human small intestine. It passes into the large intestine, where it is partially or fully fermented.

A high-fibre diet offers many health benefits, which include:
a) normalising bowel movements
b) maintaining bowel health
c) lowering of cholesterol levels
d) helping control blood sugar levels
e) aiding in achieving healthy weight.
So, bread with high dietary fibre is good for consumers.

Atta Bread -
  • Perfect had the highest dietary fibre and Bake 1 the lowest.
  • Atta bread is preferred over white bread mainly for higher dietary fibre content. Interestingly, dietary fibre in Bake 1 was found lower than that in the white bread brands we tested.

Multigrain Bread - Harvest Gold had the highest dietary fibre and Perfect Bake the lowest.

White Bread - English Oven had the highest dietary fibre and Britannia the lowest.

Atta : 7.86 %
Atta : 9.85 %
Atta : 9.23 %
Atta : 7.9 %
Atta : 8.72 %
Multigrain : 10.8 %
Multigrain : 9.54 %
Multigrain : 10.24 %
Multigrain : 10.01 %
White : 8.62 %
White : 8.11 %
White : 8.76 %
White : 7.6 %

Atta Bread - Protein amount was found highest in Perfect and lowest in English Oven.

Multigrain Bread - Protein amount was found highest in Perfect and lowest in English Oven.

White Bread - Protein amount was found highest in Perfect and lowest in Britannia.

General Parameters
Atta : Found below the prescribed legal limit
Atta : Found below the prescribed legal limit
Atta : Found below the prescribed legal limit
Atta : Found below the prescribed legal limit
Atta : Found below the prescribed legal limit
Multigrain : Found below the prescribed legal limit
Multigrain : Found below the prescribed legal limit
Multigrain : Found below the prescribed legal limit
Multigrain : Found below the prescribed legal limit
White : Found below the prescribed legal limit
White : Found below the prescribed legal limit
White : Found below the prescribed legal limit
White : Found below the prescribed legal limit
Acid-insoluble ash indicates the presence of sand, dirt and dust in food products. As per Food Safety and Standards (FSS) Regulations, ash insoluble in dilute hydrochloric acid on dry-weight basis should not be more than 0.1 per cent in bread. So, lower is better for consumers.
  • Acid-insoluble ash was found below the prescribed legal limit in all brands.
  • It was found lowest in English Oven (Multigrain) (0.004 per cent) and highest in English Oven (White) (0.043 per cent).
Atta : Not Found
Atta : Not Found
Atta : No Found
Atta : No Found
Atta : Not Found
Multigrain : Not Found
Multigrain : Not Found
Multigrain : Not Found
Multigrain : Not Found
White : No Found
White : Not Found
White : Not Found
White : Not Found
Potassium bromate, an additive, is a flour ‘improver’ that is added to flour to strengthen the dough, allow it to rise higher, and give the finished bread an appealing white colour. Various studies have linked this additive to cancer. In India, the government has banned the use of potassium bromate as a food additive on account of its alleged carcinogenic (cancer-causing) properties.
  • Potassium bromate was not detected in any of the tested brands. This is good news for consumers.
Atta : All brands were in plastic packing.
Atta : All brands were in plastic packing.
Atta : All brands were in plastic packing.
Atta : All brands were in plastic packing.
Atta : All brands were in plastic packing.
Multigrain : All brands were in plastic packing.
Multigrain : All brands were in plastic packing.
Multigrain : All brands were in plastic packing.
Multigrain : All brands were in plastic packing.
White : All brands were in plastic packing.
White : All brands were in plastic packing.
White : All brands were in plastic packing.
White : All brands were in plastic packing.
The following information shall be clearly and indelibly marked on the label of each packet:
  • Name of the product
  • Trade name, if any
  • Name and address of manufacturer
  • Batch or code number
  • Net quantity in grams
  • List of ingredients in descending order
  • ‘Use by’ or ‘best before’ date
  • Nutritional information
  • FSSAI license number
  • Logo indicating ‘vegetarian’ or ‘non-vegetarian’ status
  • Storage information
  • Maximum Retail Price (MRP)
  • Customer-care details

  • Perfect Bake (multigrain bread) pack had two stickers on it, one of which was not legible. Nutritional information and customer-care details were not provided – a clear case of legal violation.
  • All other brands provided the required information on their labels.
Customer-Care Details
Customer Care No.
Atta : 18001029163
Atta : 180030006114
Atta : 18003004530
Atta : 01246999090
Atta : 01132451303
Multigrain : 18003004530
Multigrain : 18001029163
Multigrain : Not provided
Multigrain : 01132451303
White : 18001029163
White : 01132451303
White : 180030006114
White : 18003004530
Email ID
Atta : Bakery@cremica.in
Atta : care@perfectbread.com
Atta : Not provided
Atta : customercare@bake1.ooo
Atta : contact@harvestgold.in
Multigrain : Not provided
Multigrain : Bakery@cremica.in
Multigrain : Not provided
Multigrain : contact@harvestgold.in
White : Bakery@cremica.in
White : contact@harvestgold.in
White : care@perfectbread.com
White : Not provided
Observation
Atta : Working
Atta : Working
Atta : Working
Atta : Working
Atta : Working
Multigrain : Working
Multigrain : Working
Multigrain : -
Multigrain : Working
White : Working
White : Working
White : Working
White : Working