- Publication date: Wednesday 12 November 2025
- Editorial submissions deadline: Wednesday 29 October 2025
- Editorial contact: Amy North amy.north@wrbm.com
From seeded sourdoughs to currant-packed fruit breads, the humble loaf is undergoing a transformation. This feature explores the growing appeal of ‘bread with bits’ – those textured, flavourful creations that go beyond the basics.
This feature will delve into the factors driving this trend, from health-conscious consumers seeking fibre-rich options, to global culinary influences and the rise of ‘picky tea’ culture. This piece will uncover how these loaves are reshaping bakery counters and consumer habits alike.
Key questions this feature will explore:
- Have you noticed an increase in demand for loaves with added ingredients like seeds, fruits, or grains? What do you think is driving this?
- How are you positioning these breads in-store or online? For example, are they seen as premium, every day, health-focused etc?
- What eating occasions are customers buying these types of loaves for?
- How do you think health trends are influencing consumer choices in bread?
- What kinds of inclusions are proving most popular with your customers right now? Why?
- What challenges (if any) are there in adding these inclusions into dough, particularly at scale? How can these be overcome?
- Tell me about the loaves in your range that have inclusions in, the inspiration for them, and the development process for them.
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