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On 23 January 2026, we found Morrisons signs promising shoppers that products in 'the Baker' section were 'made from scratch in our in-store bakery', 'baked in store from scratch' and 'made in store from scratch using British flour'. Unlike 7 out of the UK's 10 largest supermarkets, Morrisons does make *some* products from scratch in *some* stores. The company makes a big deal of (and a lot of money from) this, using marketing claims and retail theatre to help build shoppers' trust and goodwill.