By Toyin Adeniyi
A few days ago, April 15 precisely many Nigerians were taken aback when a tiktoker and shop owner identified as Love Dooshimaa posted a video that went viral across the country
.It was not the usual video meant to entertain. It was set to create a controversy that would rattle not only the baking industry but also become a source of worry for consumers of bread generally regarded as the world’s number one food.
She displayed a loaf of bread that she claimed had been on her shelf for two months without showing any signs of mold, staleness, or decay.
And then, she warned Nigerians to be cautious about what they eat, famously quoting Michael Jackson’s “They Don’t Care About Us” ..
She went further to suggest that some bread bakers were using harmful chemicals to artificially extend shelf life of some of the loaves sold in the market.
Though she did not mention the name of the brand or show a logo in the video a N50 million lawsuit was what she got in return from makers of Bon Bread.
They had identified the product in the video as theirs (reportedly based on the packaging design or comments from viewers) and served Love Dooshimaa with a ₦50 million lawsuit for defamation.
The CEO, Maria Abdulkadir, later stated in a video that the claims of the tiktoker were false and had caused significant reputational damage to her name and the brand.
She argued that Bon bread is baked fresh and complies with NAFDAC (National Agency for Food and Drug Administration and Control) standards, making it impossible for it to stay fresh for two months without being “adulterated” or tampered with by someone else.
But she got the rough end of netizens for coming out to make those claims. They wondered why she responded to the video since the tiktoker did not mention her brand of bread.
They argued that by suing the woman, Bon Bread effectively “confessed” that the “everlasting bread” was theirs.
The backlash did not stop there. The hashtag #BonBread began trending, with many users vowing to stop buying the product until a full investigation into its ingredients was conducted.
Bread consumers
For many Nigerians bread is often paired with tea, eggs, beans or akara. Its convenience makes it a go-to meal for many. “I eat bread about three to four times a week,” said Bamidele Daniel. “It’s quick, filling, and you can combine it with almost anything.”
Yet, like many consumers, his choices are guided more by appearance than careful scrutiny. “I just check if it’s soft and looks fresh. Most times, I don’t even check expiry dates,” he admitted. But then, most loaves don’t carry expiry dates.
For others, however, bread is less of a daily meal and more of an occasional option.
Oluwadarasimi, another bread consumer, described bread as “a low-effort food,” noting that she does not eat it frequently. While she has not personally experienced bread lasting unusually long, she is aware of the ongoing controversy and says she would stop consuming the bread brand if proven unsafe.
What experts say
For professionals in the baking industry, bread lasting for weeks or months outside controlled storage conditions raises serious concerns.
Mr. Abayomi Awe, Managing Director of Rehoboth Bakeries, explained that such bread is unlikely to be in its natural state.
“For bread to last two months on a shelf, it means it has been heavily preserved,” he said. “Ideally, bread should last between five and seven days. Anything beyond that should raise suspicion.”
He noted that while preservatives like calcium propionate and ascorbic acid are commonly used, excessive quantities can affect both taste and health.
Adding a scientific perspective, Ms Ojo Oluwaseun, a food technologist, explained that bread longevity is not always immediately dangerous but depends on the underlying cause.
“It is not always unsafe to consume bread that lasts long, but it depends on why it is lasting that long,” she said. “Bread normally spoils due to microbial growth, but if it stays fresh for weeks, it may be due to low moisture content, since microorganisms need water to grow. Tight packaging that limits air exposure can also contribute.”
However, she cautioned that appearance alone can be misleading. “Even if it looks fine, it may have lost its nutritional quality if it lasts that long.”
On preservatives, she emphasized moderation and frequency of consumption. “Preservatives are added to extend shelf life and are safe in regulated amounts. But excessive intake or frequent consumption can lead to digestive discomfort, allergic reactions, and even long-term health concerns such as obesity.”
Ms Oluwaseun also highlighted practical signs consumers can look out for, explaining that bread with a very long list of ingredients is often highly processed, while products that last for weeks or months at room temperature should raise concern.
She added that the use of refined flour can reduce nutritional value, and an artificial smell, rather than the familiar natural aroma of bread may indicate the presence of additives.
According to her, “Healthier bread typically spoils faster and contains fewer ingredients.”
Caution for consumers
Consumers, too, are called to be discerning. While some, like Bamidele, admit to being largely unconcerned unless clear danger is proven, others like Oluwadarasimi show a more cautious approach, willing to adjust their choices if credible health risks emerge.
“If bread tastes slightly bitter or lasts unusually long without spoilage, that should be a warning sign,” Mr. Awe advised.
Although ppotassium bromate has been banned by NAFDAC since 2003 because it is a known carcinogen, some bakers have been caught using it secretly to make bread fluffier and larger.
Also, due to the high cost of sugar, NAFDAC has recently warned about bakers using illegal artificial sweeteners that are not approved for bread production.
As concerns grow, bread bakers are called to ensure what they make is safe and consumers are encouraged to be more aware of what they eat. It is not for nought that bread is a metaphor for food. The cry of the average consumer is give us this day our daily bread not daily death.
