Bread makers go soft on fussy eaters with a crustless loaf.
Called Invisible Crust it took two years to develop, Hovis said.
Its launch follows research which shows two thirds of children do not like crusts.
This means 35% of mothers cut the crusts off their children's sandwiches, wasting as much as 45% of the loaf, the research showed.
Speaking at the product's launch in London yesterday, singer and celebrity mother Louise Redknapp said the new loaf would be ideal for her one-year-old son, Charley.
'He doesn't like the crusts so I have to cut them off. It is such a waste because literally half the sandwich goes to the birds,' she said.
The research also showed that crusts were the food items most likely to be left in children's lunch boxes
Archie Powell-Harper, 3, and Rhiannon Evans, 3, try the Invisible Crust with Louise Redknapp
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|Publication:||Daily Post (Liverpool, England)|
|Date:||Aug 9, 2005|
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