Tired of your toast falling butter-side-down? At Sainsbury's we're working on a solution. Introducing the world's first butter-side-up bread.
The baking
Our butter-side-up bread is baked in higher temperatures allowing for a more rapid expansion of the dough. This process helps create larger air pockets in the loaf, which in turn absorbs your butter and jam more evenly. This absorption helps distribute the weight of your condiments in a balanced way and negate any disproportionate weight bias. It also reduces the uneven drag in mid flight.
The slicing
Our innovative new bread slicing method leaves our loaves with an ever-so-slight curvature, almost unidentifiable to the naked eye. This curve adds a greater weight to the unbuttered side of your toast resulting in a butter-side-up reaction 99% of the time.
Custom-built breakfast bars
To further prevent this age-old conundrum, we've created 1ft and 8ft tall breakfast tables. Toast falling from our shorter tables has not the time nor space to rotate before impact. Our taller 8ft tables allow for a full 360 degree rotation, meaning your toast will land butter-side-up *almost every time.
*1/100 pieces of bread tested fell butter-side down, but we're working on it.