I found this over at the OcUK forums: A loaf of bread costing nearly £10 has gone on sale in supermarkets. The special loaf is called Poilane sourdough and contains just flour salt and water. The manufacturers claim it has a superior taste and health-giving properties. Davis Smith, chief executive of the National Association of Master Bakers told The Sunday Times: "It's not unusual to have a £2 or £3 loaf. A lot of craftmanship has gone into those loaves and people are prepared to pay for the skill of the baker." The loaf is being sold at Waitrose for £9.62. But in a blind test carried out on shoppers nine out of 12 said they preferred the taste of a £1.45 from Safeway to Poilane's sourdough. "They taste the same to me," said Joseph Hall, 75. Why would any one pay £10 for a loaf!!!!!!! A couple of years ago sainsburys econemy bread used to cost 6p a loaf!