Well, it's a lot less than the usual bread that's available.

However, I do agree that they are trying to jump on the bandwagon. Although I'm not keen that it's a white bread that being promoted as a 'low carb' product, I am nevertheless pleased that a 'low carb' product has been specifically produced for the UK market. Also, it does bring low carbing to the attention of British consumers, which can only be, IMHO, a good thing