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It may save on washing up and is more environmentally friendly than paper plates.
The company is already supplying a chain of pubs with prawn cocktail-filled bread bowls and says that later this year a leading supermarket is planning to sell its microwavable naan bowl filled with chicken tikka masala.
The bowls can apparently hold their shape for eight hours without going soggy.
The technical term for such a thing would be trencher.
In medieval times trenchers were plates cut from (dried or stale) loaves of bread. Food and such were served on them. People ate off them.
At banquets used trenchers, soaked in rich gravy and sauces with food remains were presented to the poor, or thrown to the dogs.
You can still get dry‘village bread’ in Greece with tomato and feta served on it, though the whole thing is usually on a plate. The Cornish pasty originally embodied a similar but more mobile lunch box type concept.