Sainsbury’s is a very big grocery store chain in the United Kingdom. And for years, they’ve sold the bread we know as Dutch Crunch under the brand name Tiger Bread. You can see why. Some tigers do have that kind of fur coloring. Obviously that isn’t typical. Tigers tend to have stripes. Maybe it’s more like a Liger. But three and a half year old Lily Robinson had other ideas. On 31 May 2011, she wrote to Sainbury’s asking why they called their Dutch Crunch “Tiger Bread” when it clearly looked more like a giraffe and thus should be called Giraffe Bread.
Just two weeks later, 27 and a third year old customer manager Chris King wrote back. He said that he thought it was a brilliant idea to rename the bread. He also noted that the original baker who first named it was perhaps being a bit silly. (Note: “silly” is a great word.) Here are the two letters. You won’t be able to read the response at this resolution. Just click on it to see it at full resolution:
The letters went viral on Twitter but then died down. Twitter, of course, has the attention span of a gnat with ADHD. But then, as always seems to happen, it went viral again for no particular reason other than the madness of crowds. So in January of 2012, Sainsbury’s released a statement:
As far as I know, the grocery store is still selling it under the name Giraffe Bread. As a nice postscript to the story, Chris King quit his job at Sainbury’s to go back to college to become a primary school teacher. I think he has the perfect temperament for it.
I do not like Dutch Crunch under any name at all. The crust is nice enough. But inside is a doughy tasteless white bread. I’m surprised that it is as popular as it is. There are so many better breads around. According to that BBC article I linked to above, “Rice paste is brushed on to the surface before baking, forming the pattern as it dries and cracks while it bakes.” That means you could put that crust on an actually good bread. But as you can see in the image above, Giraffe Bread only costs £0.75 — making it a very cheap bread. But it seems to me it is much more expensive here in the states.