Nearly a year ago, Smuckers introduced Uncrustables – a readymade PB&J sandwich with the crusts removed. Now, Sara Lee has introduced a bread without crust. It costs about 75 cents more per loaf than Bread Classic, and their market research shows that people are willing to pay for this.
I want to come out and say that I really do enjoy bread crust. While there is something to be said for the chewy goodness of the non-crust area, the crust is there to provide something very necessary to a good bread: balance. Without the crust, offering slightly hard and slightly chewy textures, bread becomes totally soft. It loses all sense of challenge. Bread goes from a complex mixture of sensations to just one basic, generic taste. Has the position of bread in our society diminished so much that we’re willing to forgo a “good” bread, and parts of a good bread, just so we can simplify things?
The other issue, similar to my problem with Uncrustables, is that this provides a time-saving device that seems rather silly to me. Making a PB&J sandwich and removing the crusts would take no more than 10 minutes, on a bad day. Taking a few slices of bread and removing crusts takes a minute or two. At worst. But apparently, 2 minutes are worth 75 cents to some people.
It’s disappointing. Bread crust is good. Let’s ensure that our children, and our children’s children, know what a good loaf of bread is all about. I’m Paul, I’m pro-crust, and I’m not ashamed to admit it.
Posted in Food and Beverage