Milk sounding, powdered milk-bread rolls

Milk sounding, powdered milk-bread rolls

Milk sounding. After the candies, sliced cheese and mineral water, it is the time of powdered milk-bread rolls.

Milk-bread rolls (‘Panini al Latte’) branded Morato Pane and Conad represent yet another example of Milk sounding. The presentation of the baked goods into question is quite striking. Since milk is invoked both on the name of the food and with an eloquent graphic depiction.


The image of a glass of milk to a natural extent, next to the so-called ‘milk-bread rolls’ is complemented by a promotional boast ‘with a 20% of milk’. To which the suggestion of ‘whole milk, of a delicate sweet taste and amazing softness’.

Consumers would be right to associate Conad and Morato Pane milk-bread rolls to the ancient memory of that distinctive and authentic bread. The one that the artisan baker down the street used to make by adding real and fresh milk to the dough, of which there is still evidence in the rules that govern the Single Market. But it’s not.

Milk is not present in Conad and Morato Pane bread rolls. They are instead made with a powder. The derivative of a disruptive thermal process, that actually transforms a liquid food -like milk – into a solid. Altering its state thus, inevitably, its original characteristics.

Milk” means exclusively the normal mammary secretion obtained from one or more milkings without either addition thereto or extraction therefrom. (…)

However, for a product containing milk or dairy products, the term “milk” or its denominations (…) may be used only to describe the basic raw materials and to list the ingredients in accordance (…) with (EU) regulation n.1169/2011.’ (1)

Great Italian Food Trade has already reported to the IAP (Italian Self-regulation Advertising Council), the deceitful advertising of Galatine candies and Inalpi’s cheese ‘Fettine di Latte (‘Milk Slices’). By condemning the illegal usurpation of the name and the values associated with milk on food products that have little or nothing to do.

The case of the powdered milk-bread rolls from Conad and Morato is no different. Meaning that – if the presence of ‘powdered milk’ in the ingredients list cannot be argued – the call for ‘milk’ cannot be accepted in other parts of the label. Or, more in general, in any kind of information regarding the product. (2)

Milk and powdered milk are two distinctive ingredients, and the out of turn reference to the first causes deception. Not only to the consumers and competitors detriment, but also, inevitably, to the milk supply chain in Italy, from stables to shelves. 

Illegal labels, as Altroconsumo reported in its turn, must be eliminated as soon as possible.

Dario Dongo

(1) See EU regulation 1308/2013, establishing a common organization of the market in agricultural products (CMO), Annex VII, part IV
(2) Referring to the scope of EU regulation 1169/11 and the provisions. With particular emphasis on the overall criteria contained in article 7 (Fair information practices), referred to in the subsequent article 36 (Voluntary food information, applicable requirements)

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