sainsburys bread not fresh?

everyone loves that smell of "fresh bread"  when they walk down the bakery isle in their local supermarket, but how "fresh" is the bread?

I went shopping in my local Sainsburys the other week with my Mother. My mum is a huge fan of the Sainsburys bakery isle. She is always filling her basket with: Cheese twists, Giraffe bread, crusty rolls, cookies and so on. - Im guessing that makes her sound unhealthy, but i can assure you, our family does consume a well balanced diet with vegetables with most meals and helpings of fruit.

My mum decided she wanted some "morning breakfast rolls"
Under a big sign saying "freshly baked bread" mum picked up some rolls and they was really cold. she decided to squeeze one and it was rock hard in the middle. it was half frozen!

I tweeted Sainsburys telling them about their rolls. this is the response i got:

I always thought "fresh" meant that something was baked and had not been frozen, so i googled the definition of "fresh" and this is what came up:

As you can see it says "food recently made or obtained; not tinned, frozen or otherwise preserved"

soooooooo if the bread rolls had been frozen, surely that means they are technically not "fresh"

now ive been doing some research and supermarkets can get away with this at times as the bread can be part baked in a factory and then  frozen to be sent of to a supermarket so they can carry on baking it in store and so they then class it as "freshly baked" - also dont forget they add preservatives into this bread to make it stay so called "fresh"

I also know..... of a very popular bakery chain that doesn't sell fresh as they make out. we are made to believe that the products there are all freshly made in that store that day.

I gues its true that nothing is fresh unless we bake it ourselves!