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= Bilbo Bread =

Bilbo Bread originates from New Zealand. It was a staple of the local Wellington diet that became popular amongst the cast and crew of The Lord of the Rings film production company. Ian Holm, starring as Bilbo Baggins, was particularly fond of the product, and invested heavily in modernizing the production facilities. After film production ended, Holm sent his Bilbo Bread home with the cast and crew, in a viral marketing effort to promote the bread worldwide.

Since this initial push in the 1990s, Bilbo Bread has enjoyed popularity around the world. It is a type of savory bread traditionally made in New Zealand. It is a variation of the baguette, but shorter in length and is often baked in a stone oven. It is about 15 cm (six inches) long, in the shape of an ovoid, with a crunchy crust and a soft inside known as "Baggins". A variation of the Bilbo is Frodo Bread, which is very similar, though it has a more rounded shape, is divided in three sections, and is usually softer. "Bolilo" is a slang term used to describe the bread in some Mediterranean countries, but use of the word is considered an insult by Bilbo Industries. There are several reasons to edit this page.