Golden Harvest’s French sliced loaf, wrapped in wax paper, has turned 50.

To celebrate this landmark birthday, the company is giving its iconic French sliced loaf a new look. But despite adopting a new wax-packaging wrapper, Golden Harvest is keen to show that the loaf’s taste has remained the same over the years.

The contemporary label puts the iconic picture of a baker putting a loaf in a traditional oven in the limelight again and emphasises the message that Golden Harvest remained true to its roots throughout these 50 years.

As part of the celebrations, Golden Harvest also launched a recipe cook-book competition for Facebook followers. There were five competitions, with the 10 most voted recipes from every section – sandwich fillers, appetisers, starters, main course and dessert – published in the book.

“To celebrate the 50th anniversary of the French sliced loaf, we went back to our origins, giving prominence to the old imagery since we truly believe that our future lies where our roots are,” Golden Harvest CEO Mark Aquilina explained.

Customers can get a copy of the cookbook, which will be published in December, by collecting 50 wrappers of the French sliced loaf in wax paper.