A room full of sourdough loaves with Jason Geary in baker's whites in the middle

Source: Geary’s Bakeries

Publication date: Wednesday 19 February 2025

Editorial submissions deadline: Wednesday 22 January 2025

Editorial contact: dan.riley@wrbm.com

How are challenger brands performing in the bread market and what tactics are they using to take on the likes of Warburtons and Hovis? This feature will find out as it explores the strategies employed by Jason’s Sourdough, Roberts Bakery, and more.

Key areas this article will explore include:

  • Who are the main challenger brands in the bread market and what are their strategies?
  • What impact has this had on their sales, listings, and NPD over the past year?
  • How does this compare to the strategies being implemented by the top three brands (Warburtons, Hovis, and Kingsmill)?
  • Where are the opportunities for growth in this market?
  • How is own label performing in relation to brands?