Should we keep bread out of the fridge - and other claims

From sourdough to seeded and bagels to baguettes, bread is a big part of our daily lives.

People have been talking about it on TikTok after a new trend of AI-generated videos shared food advice, including where to keep the bakery favourite to enjoy it at its best.

So where should you store your bread - and is it any good for you?

Dough not despair! BBC Bitesize Other Side of the Story has used our loaf to find out more.

Why are TikTok users talking about bread?

People on TikTok have been sharing videos showing them hugging loaves of bread in response to a trend of AI-generated videos. The clips, featuring talking foods with angry, disappointed and worried faces, have had millions of views and likes.

One post on an account called @sensefulhub showed an animated piece of bread in a fridge saying: “I’m bread, the fridge dries me out so fast. I go stale and hard. I just want it to stay soft”. Another video with advice on making sourdough has had more than 900,000 views and over 12,000 saves.

Three TikTok screengrabs showing users apologising to their bread for putting it in the fridge. It follows a trend of AI generated videos telling people where to store bread — Image caption,
People on TikTok have been jokingly apologising to their bread for putting it in the fridge

Even before the trend bread was a big talking point, with more than a million posts under the #bread hashtag on TikTok. The same search on Instagram brings up 21 million results.

In a YouGov survey of over 8,000 adults in Great Britain in November 2024, 29% named white bread as their favourite type of bread, with 27% saying seeded or granary bread. Only 3% said they didn’t like or didn’t eat bread

Should you put bread in the fridge?

The advice from bread companies is that it should be stored in a cool place away from heat sources. They say bread will go stale faster if you put it in the fridge.

It’s due to a process called retrogradation, which is when starch molecules crystallise as the bread cools. Hovis says this draws out moisture and leaves the texture “dry and crumbly”: “While refrigeration does slow down mould growth, it significantly speeds up staling.”

Warburtons agrees: “We recommend storing our products in a cool place, away from light and heat sources. Refrigerating bread products can cause the product to stale quicker.”

The NHS says bread can be stored at room temperature and it’s best to keep it away from direct sunlight. If you’re not going to finish your loaf within a few days, the freezer is a good option. You can take out individual slices as and when you need them.

When you're scrolling through your social feeds, think critically about what you're reading, watching and sharing. Look for trusted information from experts in the field. Credible claims are backed by evidence and scientific data.

Is bread bad for you - and should you avoid white bread?

Three posts from X showing people claiming bread is bad for you, on a pink background with a photo of a white loaf — Image caption,
Some people have claimed on social media that eating bread is bad for you

Bread - especially wholemeal, granary, brown and seeded - is a healthy choice as part of a balanced diet, according to the NHS. This is a trusted source of health information.

It says wholegrain, wholemeal and brown breads give us energy and contain fibre, vitamin E, B vitamins and a range of minerals. White bread also contains vitamins and minerals but it has less fibre.

In the UK, calcium, iron, thiamine (Vitamin B1) and niacin (Vitamin B3) must be added to non-wholemeal flour. From December 2026, this will include folic acid.

The NHS says: "Some people avoid bread because they're concerned about having a food intolerance or allergy to wheat, or they think bread is fattening. However, completely cutting out any type of food from your diet could mean you miss out on a range of nutrients that you need to stay healthy.”

In the UK, calcium, iron, thiamine (Vitamin B1) and niacin (Vitamin B3) must be added to non-wholemeal flour. From December 2026, this will include folic acid.

It’s crucial to verify your sources instead of relying solely on social media. Always ask, does this information come from a credible news outlet? Is it being used for clickbait? Make sure you’re aware of confirmation bias too. People tend to believe information that aligns with their pre-existing beliefs.

This article was published in February 2026

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