Lately bread has become somewhat of a dirty word. With all of the low-carb or carb-free diets out there (Paleo, Whole 30, Atkins, South Beach), and the huge jump in gluten-free products, what used to be a diet staple is now often a shunned item falling off grocery lists around the country. Now The UK Federation of Bakers is challenging that, somewhat surprisingly, with a perfume. It’s call Eau de Toast, and it purportedly smells like breakfast, to not only remind the ladies to eat it, but to point out that bread should be included in the meal. To add a last little dig, the fragrance was debuted during London Fashion Week to a crowd that is notorious for avoiding bread to shed pounds.

It looks like their message was well received, because the fragrance is currently sold out. I mean, who doesn’t love the smell of freshly baked bread? While you’re waiting for more to be available, the Federation suggests that you create your own perfume by popping a couple slices in your toaster oven, and want to remind you that bread has protein, fiber, calcium, iron, copper, zinc, and manganese. They say it should be about 10% of your daily food intake (remember how whole grains are a necessary part of the food pyramid?). It’s at least worth thinking about having a slice here or there to help “bring bread back into fashion.”