Bread traditionally comes square shaped being bought in packets. What if our traditional packet bread was round?
Bread being square when it is placed on a (round) plate alongside other food the edges of the bread slice hangs off the plate. This subconsciously makes you think that you are full, therefore, you eat less bread because your plate space appears more occupied.
On a plate people tend to have on average 2 slices of bread (or less) and no more than 3 slices of bread a day (unless you are a loaf lover like us). If bread was round, they would look smaller on your plate. Your mind would tell you that you are not satisfied and you would eat more - which is good for bread companies.