- Publication date: Wednesday 9 September 2026
- Editorial submissions deadline: Friday 14 September
- Editorial contact: Amy North, amy.north@wrbm.com
Sourdough continues to be an innovation hotspot for the nation’s retailers and bakery manufacturers with revamped ranges, improved recipes, and NPD rolled out.
This feature will analyse what the supermarkets have on offer, the prices and ingredients of loaves, and how they are meeting consumer needs.
Key topics this feature will explore:
- How has the supermarket sourdough category performed over the past year?
- Which formats, retailers and brands have seen success and why?
- What do the retailers’ sourdough ranges look like in ISB and wrapped bread?
- How important is sourdough to their wider bread ranges?
- What changes have been made to these recently and why?
- How do the brands compare?
- Where are the biggest opportunities for growth and why?
- Which manufacturers are investing in their sourdough capacity?
- What are retailers asking for from suppliers? Are they prioritising authenticity, shelf life, price, volume or convenience?
- What consumer trends or needs are driving innovation in the category? How might this change in the future?
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