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Fans of Vogel's unsliced bread have only got a couple more days to show their love for the loaf before it faces the unkindest cut.
The last loaf of Vogel's unsliced bread came out of the oven on February 19 after falling sales saw it sliced from the Vogel's bread range.
But letters and phone calls from upset consumers is forcing Goodman Fielder, the bakers of Vogel's bread, to rethink the end the unsliced loaf.
"The sales figures showed it wasn't that popular. However, I guess what we've found since the decision has been made is there has been a huge outpouring of love for the loaf," said a Vogel's spokesperson.
"We have had letters from customers saying that they have had that for breakfast every day for the last 30 years of their life and it's a daily ritual - it's quite incredible actually. Just huge loyalty."
In response, Vogel's has asked the loaf's supporters to vote for the rise of unsliced on its website: www.vogels.co.nz.
Food columnist and chef Annabelle White said the survey indicates the company is prepared to listen to consumers.
"If Kiwis really do feel that Vogel's Unsliced loaf is second-to-none then here is their chance to really show their support," she said.
"Many bread-lovers are passionate about the Vogel's variety and frankly I'm one of them."
According to the company spokesperson, the voting campaign is not a marketing ploy to lift sales but a genuine attempt to gauge consumer enthusiasm for the unsliced loaf.
Voting will close at midnight on Wednesday and if there is enough demand the loaf will be saved from a permanent cut.
