Marks & Spencer has come under fire after launching a new Pan de Cristal—a traditional Catalan bread—priced at £4.50 for just two slices. This light, crisp bread, ideal for toasting and topping, has raised eyebrows due to its premium price.
M&S promotes the Pan de Cristal as “a light, crisp bread perfect for toasting and topping with our crushed tomato bread topper.” However, the suggested topping—a 250ml mix of tomato puree, olive oil, and salt—costs an additional £2.65, pushing the total to over £7 for the pairing.
Shoppers took to Instagram to express their frustration. One user asked, “What in the hell is this £4 half piece of baguette about?” Another pointed out that the same bread costs around €2 (£1.80) in Spain.
Chris Young, spokesperson for the Real Bread Campaign, told The Telegraph that M&S should “justify the cost given the economies of scale at which even supposedly ‘artisan’ supermarket loaves are produced.” He added that while this price is typical for small independent bakeries to stay viable, it raises questions for supermarkets operating on a much larger scale.
An M&S representative defended the pricing, highlighting the variety offered: “We provide a broad range of products at different price points, from 75p loaves to 80p half-baguettes. Our tapas-style Spanish Pan de Cristal is made with restaurant-quality ingredients, including bread imported from the Catalan region and extra virgin olive oil.”
They also emphasized customer demand, saying the product has been “very popular” for occasions ranging from casual family breakfasts to serving friends authentic tapas at home.
M&S stores are widespread across the UK, including locations in Birmingham’s Bullring and Grand Central, making their premium products accessible to a broad audience.