Sourdough slices

Source: Getty Images

  • Publication date: Wednesday 13 September 2023
  • Editorial submissions deadline: Wednesday 30 August 2023
  • Editorial contact: Vince Bamford 

The supermarkets have been making a play for the sourdough market with NPD for in-store bakery ranges as well as the wrapped bread aisles of late.

This feature will explore how supermarket sourdough ranges have changed in recent years and what could change in the future.

Key questions this feature will explore:

  • How are supermarkets tapping into consumer demand for sourdough?
  • How do strategies differ across in-store bakery ranges and the wrapped bread aisles?
  • What part do suppliers have to play in this?
  • What are some of the notable launches of late?