Bread-in-a-Can

Hendrik-Jan Grievink
August 16th 2010

This morning I woke up early and started the day with a cup of coffee and some slices of wholewheat bread and dutch cheese. I realised that bread is one of these few products that I use on a daily base, that still have some kind of ‘artisan’ mythology around it because of its appearance. Even if you buy factory bread instead of the organic bread from the bakery on the corner, you can kind of relate to what a bread is: processed grains. Made digestible in a form that resembles the process of making: flour and water, made into a ball of dough and baked in an oven. Associations with warmth, fire. The yeast making the doug rise.

This japanese bread-in-a-can (Japanese: ????????????????) , photographed by designer Michele Champagne in Tokyo, is something different for breakfast. It comes in a colourful can, tastes sweet, comes in different flavours and is for sale in a vending machine. At the same time it feels futuristic and old fashioned in a 50’s way, when buying canned goods in a supermarket was still some kind of novelty. This is a good example why I love to go to supermarkets abroad, especially the ones in Asia: the supermarket itself is such a mundane phenomenon that sometimes you need a foreign perspective on your daily groceries to realize that you’re already living in the future.

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