Taking the edge off

I love bread and possibly the crust is the best bit - not, if you're Hovis though. 

They've come up with the truly inspired idea of making bread without crusts, or as they call it with invisible crusts.  Why do food companies need to keep tinkering with what we eat?  If there was any justice these loaves would be a commercial failure and Hovis will be yanking them from the shelves.  Unfortunately, it has all the hallmarks of a raving success and consequently the food people are willing to buy continues to sink to ever lower depths.