Presumably it's savoury primarily in the sense of "pleasing to the taste; appetizing; agreeable" (OED).
For me, though, the first meaning of savoury is 'the opposite of sweet' - and as I would always expect a cheese bap to be savoury rather than sweet (without the need for it to be stated), the label made me do a double-take.
That probably says more about me than the bap, though.
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That reminds me of the labels you see on some (more expensive) tomatoes: 'Grown for flavour'. So ...
Ah, but it's not just a cheese bap. Is this maybe a Northern concoction/term? It's certainly quite common in the bakeries in Yorkshire and I'm quite partial to it. Probably not much different to what supermarkets normally label as cheese and onion...
http://uk.answers.yahoo.com/question/index?qid=20061113210645AAlib9S
Ah, so should the label really have read 'Cheese savoury in a soft white bap'? That would have prevented some confusion (my confusion).
I can't say I've come across the term 'cheese savoury' before, although I'm from (and live in) the South.
Just spotted that the label says 'on a soft white bap' rather than 'in'; I would have plumped for 'in'. Again, probably personal choice.
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