Coles set to be fined for false 'fresh baked' bread claims

Coles is set to learn how much its par-baked "fresh bread" will cost it with the federal court due to make a penalty ruling on its false and misleading advertising.

The supermarket giant was found guilty of making deceptive representations about bread that had been partially baked and frozen off-site, promoting it as "Baked Today, Sold Today" or "Freshly Baked In-Store".

The consumer watchdog launched an investigation after former Victorian premier Jeff Kennett discovered a loaf of Coles bread that was advertised as freshly baked in-store had been made in Ireland.