Flour is like gold dust at the moment – those lucky enough to find it are clinging on and treasuring it.
For the past few weeks, supermarket bakery aisles have been void of flour – something lockdown bakers have been struggling to come to terms with.
But now it seems Morrisons has come up with a brilliant new way to ensure the nation doesn’t go without.
The supermarket has started selling flour from its in-store bakery sections, by dividing up its own stock into bags.
Reports suggest the shortage has come about because the flour industry has plenty of larger wholesale bags, but not enough smaller ones. Morrisons has therefore come up with a solution – to transfer flour from its larger bakery sacks into smaller ones
These smaller bags – which are normally used for sausage rolls and deli products – are being sold for 60p for 1kg of plain, self-raising flour, white and wholemeal bread flour.
Morrisons is also selling larger 16k bags, which are priced at £9, and 50g bags of yeast for 20p.
Andy Clarke, bakery buying manager at Morrisons, said, ‘Listening to customers, we know baking is important right now to keep the family busy and entertain kids during the lockdown.
‘It felt like a no brainer to give customers the ingredients they need to bake at home during this very difficult time.’
News of the inventive solution has gone down a treat with people on social media, with many praising the supermarket for finding a way to provide the nation with the store cupboard necessity.
One happy customer tweeted: ‘I went to the shops today and got flour and eggs. I felt like I’d won the lottery. Thanks to the @Morrisons staff for decanting flour from their sacks into paper bags. It’s the little things that cheer you up.’
Others have been encouraging other supermarkets to follow suit.
One person tweeted: ‘Well done @Morrisons for selling bread flour and yeast from your bakery. Shame I can’t get to a Morrisons. So, @Tesco and @sainsburys can you do the same please?’
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