PETALING JAYA: Bakery company The Italian Baker Sdn Bhd, which owns the Massimo brand, will be called up to explain its decision to increase the price of its breads to the Domestic Trade and Consumer Affairs Ministry.

       Its Deputy Minister Datuk Rosol Wahid said the price hike is likely to burden consumers, who already have to deal with the effects of the Covid-19 pandemic and the recent floods.

       “We will call up the manufacturer of Massimo as the ministry wants to hear why they have decided to increase their prices and what alternatives they have in store,” Rosol was quoted as saying in Berita Harian.

       Rosol said the ministry had recently also had a consultative session with the producers of Gardenia bread after they increased their prices on Dec 1.

       “The company said the price increase was due to the rising costs of raw goods, which is beyond their control.

       “The ministry understands their reasoning and as an alternative, Gardenia Bakeries promised to come up with a new bread product that will be sold at the old price.

       “The producers of Massimo can do the same thing so people have a choice,” said Rosol.

       Effective Jan 1, The Italian Baker increased their prices, including hiking the price of a loaf of 400g White Sandwich bread from RM2.38 to RM2.80.

       The 600g White Sandwich loaf went up to RM4 from RM3.35, while a 400g Wheat Germ loaf was increased to RM3.00, up from RM2.48.

       The new price for a Wheat Germ 600g load is RM4.25, up from RM3.71.