French Love Affair With The Baguette Is Getting Stale

It seems that a staple of French civilization –  the baguette – is in trouble. The French are eating much less of the long, thin loaves of bread: only half a baguette a day per person, compared to a whole loaf four decades ago and more than three in 1900. Though 10 billion baguettes are still sold annually in France, the staple is relinquishing popularity to breakfast cereals, pasta and rice. The decline in baguette eating has driven the French bakers’ and millers’ lobby to launch a nationwide ad campaign, reminding people to bring home the baguettes. The slogan ''Coucou, tu as pris le pain?'' (''Hi there, have you picked up the bread?'') appears on billboards and bread bags in 130 cities around the country.