The battle for market share between Woolworths, Coles and Aldi has come at a cost to Australia's second-largest baker, George Weston Foods, which said packaged bread prices are unsustainable, setting the scene for price rises. George Weston Foods chief executive Andrew Reeves said about $100 million in value has been stripped from the $2 billion bread market since Coles and Woolworths cut the price of housebrand bread late last year, forcing Weston and rival Goodman Fielder to reduce the price of leading brands such as Abbott's Village, Tip Top, Helgas and Wonder White.