"We can't set a date on it. Our ambition is to hold it as long as we can."
Factors such as an increase in the price of wheat could affect the newly-reduced price, he said.
A spokesman for Pak 'n Save Masterton said they would also try and keep the price going.
The Times-Age asked Facebook users if they thought white bread was a sensible item to discount.
Many said they would rather dairy, fruit and vegetables and meat were reduced, with a number of people suggesting white bread isn't a healthy option.
"Tell me how anyone makes a profit on that! Or are they 'pre-baked' overseas like Cole's Australia so they can get cheap overseas product and labour? I'm happy to pay a bit extra to buy local," Melissa Robinson said.
"Sell Vogel's and grain bread for a dollar? I dare them. It's better to have quality than quantity," Ryan C F Monga said.
"Unfortunately, because of the high carb/sugar and low fibre content, white bread is diabetes bread ... low nutritional content. It would be better to offer $1 a kg for fruit and vegetables," Huia Hamon said.
But others praised the price reduction.
"I think this is a good idea to have $1 loaves, for all the people that actually can't afford much. Mum always told me, if you have bread and butter you have a meal. Yes, other food items could be cheaper, but I doubt they are going to drop the price of milk and cheese," Shannon Mckenna said.
