The stereotypical image of a Frenchman riding a bicycle and carrying a baguette under his arm is not the most faithful representation of modern France, and the baguette itself first appeared almost a century ago. A 1919 French labour law forbade work in bakeries between 10pm and 4am, making it impossible to bake fresh bread in time for breakfast with traditional ingredients and methods. White bread baked quickly and simply with flour made from wheat, water, yeast and salt. Each stick designed to weigh 250 grams, remaining fresh for only a few hours but ideal for early morning diners.
The word means “baton”, and its use in this context in English dates back approximately 50 years. It is also a common architectural term as well as describing a rectangular cut of diamond.
The association with convenient and appealing French cuisine has led to many brands using the name. Sandwich chains La Baguette, La Baguette Du Jour and Baguette Express criss-cross the UK.
In the United States Paris Baguette has a network of 22 stores, but while the name evokes images of France, the company is Korean. There are 3,000 Paris Baguette stores in Korea and China. The baton has been passed all around the world.
