i'm pretty sure they can get arround some of the food labelling laws (eg, b.b.e. date, and full ingredients disclosure) somewhat, if items are sold 'loose' and not 'pre-packaged'.
but according the the food standards agency and trading standards, bakery bread should still have the following information:
Name – the name must be sufficiently precise to inform a purchaser of the true nature of the bread and to enable it to be distinguished from other products. In other words, because a customer could not tell simply by looking at the bread, whether it is wholemeal, wheat germ, etc, an appropriate full description must be stated.
If bread is sold unwrapped, this name must be given on a ticket or notice immediately adjacent to the bread.
The following descriptions may only be used if the bread meets the stated criteria:-
Wholemeal - all the flour used in the preparation of the bread must be wholemeal
Wheat germ - the bread must have an added processed wheat germ content of at least 10% calculated on the dry matter of the bread
Other descriptions, such as brown, soda and aerated bread, are no longer prescribed by law, but these types of bread and also bread containing additional ingredients such as milk products, egg products, rice flour, oatmeal, etc still need to be appropriately named.
Part-baked bread would also need to be identified as such.
Additives - if any bread, or any flour used, contains flour treatment agent, this must be stated on the ticket or notice alongside the name of the bread."
so, if i read that right, bread that has milk or eggs in it, it should be appropriately named... eg: milk loaf, egg-glazed rolls.
i'm very suprised that morrisons can't tell you whats in their bread. even if the bread mix that they use doesn't come into the back of the store in a bag with an ingredients label on it, if not, i'd assume that someone who bakes the bread follows some kind of recipe, at least- unless they just make it up as they go along?
i'd go bug them again about it a bit, or even better, call their head office/helpline and voice your distress to the poor teenage call-centre minion who answers the phone... you never know, you might get some vouchers outta them, lol.