BOLD-FASHIONED

In the bread aisle you can get any kind of bread you like. White, whole wheat, 16 grain, 17 grain, 42 grain. Every kind except for one: The kind you might make yourself. You know, the good kind.

We’re here to change that. It’s time to keep tradition from being taken for granted. So we’re baking with wheat flour from Canadian farms. We’re actually using fermented dough made in-house. And without the use of artificial preservatives, flavours or colours. It’s just good, wholesome bread. Now in the bread aisle. Imagine that.

When everyone is scared of seeming behind the times, we’re boldly going backwards on purpose: slicing our own path through the supermarket by being truly traditional. Which is starting to feel... kinda untraditional.

Because going against the grain? It’s more than the old-fashioned way. It’s the bold-fashioned way.