We will be the first to admit it – we love bread. Yes, you heard that right.
Gone are the days where this doughy goodness would sit atop the bad food group in our daily diets. It was the one thing that would be easily turned down come dinner time, or if a burger was on order it’d be sans bun. So, when did bread become the bad guy? If we could recall the exact moment in time we would happily erase it from our memory because thankfully carbs are making a comeback, and the newly launched Powered By Bread campaign will reconfirm us all as carbs and cardio converts.
Think back to the conversations had between girlfriends about cutting carbs before marbs, or the comments passed around a restaurant table like the limited carb-free menu options. For some reason, we taught ourselves to consider carbs as a sin, when in fact they are the complete opposite.
Teaming up with the nation’s bakers – the Federation of Bakers and the Flour Advisory Bureau – we are here to remind all women that carbs are in fact our friends, and frankly an essential part of a wholesome diet. With recent research showing that 59% of women aged 18-34 don’t consider bread as a healthy source of carbohydrate, and only a fifth (22%) eat bread when they need to up their energy levels when exercising, something had to be done, fast.
When our friends at We Heart Bread reached out to us to create a line of activewear inspired by the humble sliced loaf, we couldn’t resist the chance to let all our sporty sisters know that we are happily fuelled by carbs on a daily basis. Working for the past three months to produce a range that stylishly represents our love for active living, we hit the drawing board to come up with a 4-piece collection that was wearable from morning workout to midday grocery shop.
Featuring statements like ‘I Run on Bread’ and ‘Eat, Sleep, Toast, Tone’, the exclusively Limited Edition collection features a pair of leggings that wick moisture and hug the body, while the tank styles are the perfect designs to wear oversized with a brightly coloured sports bras.
When you consider just how much one can do in a day, from rising with the sun to a sweat-induced workout, ticking off a million must-dos and more, adding bread to your daily diet doesn’t seem so bad after all. With the support of TOWIE it girl, Georgia Kousoulou, modelling and representing the Limited Edition activewear line and campaign message, she too is happy to put her hand up as a proud carb consumer.
“These clothes are a fun reminder that whether you’re about to hit the gym or simply have a busy day, we should be fuelling our bodies in the right way – and that includes cabs. Bread is such an easy, flexible and healthy way to get your carbs. I’m proud that this range makes such a healthy statement. As much as we can all get carried away with the latest expensive fad health trend, bread is an important part of eating healthily and is the perfect duel for my workouts.”
A few fun facts about bread:
- Bread makes an important contribution to our overall carbohydrate, fibre, iron, calcium and thiamine intakes
- It provides more than 10% of the average adults intake of iron, zinc, magnesium, protein and B vitamins as well as a small amount of potassium
- White bread is a good source of non-dairy calcium as white bread is fortified with calcium
With further reports coming in that young women are largely unaware of the exact benefits consuming carbs can have for exercise, and that over a third (37%) of women aged 18-34 mistakenly believe avoiding carbs completely is an effective way to shape up, we still have a lot of work ahead of us to inspire the next generation, and ours, to love thy bread again! We can already think of a few fave recipes we will be whipping up this summer that will feature our much loved carbs as the hero.
So, how do you get your hands on a piece of the Limited Edition Powered By Bread activewear range?
FOLLOW @WEHEARTBREAD TO FIND OUT HOW YOU CAN WIN A SET OF THE EXCLUSIVE #POWEREDBYBREAD ACTIVEWEAR LINE
1 Opiniun online research of 2,000 women aged 18-35. Conducted May 2016
2 Nutritional implications of repealing the UK bread and flour regulations. June 2012 http://www.sacn.gov.uk/pdfs/sacn_uk_bread_and_flour_regulations_position_statement.pdf
3 Steer, Thane, Stephen and Jebb, MRC HNR, June 2007. Bread consumption in the British Population: analysis of the National Diet and Nutrition Surveys (Young People 4-18 Years 1997 and Adults 19-64 Years 2000-http://www.weightlossresources.co.uk/diet/healthy_eating/calcium_needs.htm
5 Steer, Thane, Stephen and Jebb, MRC HNR, June 2007. Bread consumption in the British Population: analysis of the
National Diet and Nutrition Surveys (Young People 4-18 Years 1997 and Adults 19-64 Years 2000-1)