This Bakery’s $60 Bread Went Viral. Then Lidl Parked a Truck Outside

What started as outrage quickly turned into a brand battle, with Lidl using the controversy to showcase its bargain-priced bread.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Thirty years after Seinfeld’s famous marble rye episode, there’s a new battle of the breads, with a discount grocer punching up at a new, luxury bakery in the swanky downtown Manhattan neighborhood of SoHo.

The corporate scuffle started with the opening of Rye by Martin Auer earlier this month, marking the first U.S. location for Auer, a fourth-generation baker and entrepreneur, who operates more than 40 locations in Austria. The storefront has marketed itself as an importer of master breadmaking........

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