Abstract: A package for a loaf of bread comprising a flexible, conventional plastic bag which encloses a loaf of bread and a U-shaped support member of cardboard material within the bag and embracing the loaf of bread. The support member presents a base wall which normally underlies the bottom of the loaf and a pair of opposed end flaps attached to the base wall and extending normally vertically therefrom whereby the support member is generally U-shaped in configuration to embrace the loaf of bread therewithin. The end flaps are each adjacent a corresponding end of the plastic bag and it is desirable that one end of the bag be of a transparent material whereby the outer surface of the end flap of the support member adjacent the transparent end of the bag may be viewed through said transparent end and any indicia which might be placed on the outer surface of said end flap be read through the end of the bag.