Signature Flatbreads has set its sights on consumers seeking cleaner labels with the launch of two new Deli Kitchen products.
The Real Wheat & Rye Sourdough Flatbreads and Real Sourdough Chargrilled Wraps are both free from artificial preservatives and palm oil, and are made from a base of active durum wheat sourdough.
The flatbreads (rsp: £1.90) are now on sale in Tesco, Sainsbury’s, Asda and Ocado, while the wraps have launched into Waitrose (currently at a promotional price of £1.33) and are expected to roll out across additional retailers.
Signature Flatbreads said that, by combining sourdough-making methods with innovative formats that go beyond the loaf, it is hoping to attract new consumers to sourdough.
Citing Worldpanel by Numerator data [w/e 17 May 2026], the business stated sourdough has +71.9% penetration, with value up 61.5% versus 2025.
“We developed our sourdough range with a clear purpose: to put flavour first,” said Signature Flatbreads UK chief marketing officer James Eid, adding that shoppers are seeking something new and different in the sourdough market but don’t want to compromise on taste or integrity.
“Deli Kitchen’s Sourdough range ticks all the right boxes, with versatile formats that are real sourdough, using time as a key ingredient to ferment prior to baking,” he explained.
“Our range will appeal to the rapidly growing number of consumers who are looking to eat wholesome, cleaner label breads that truly deliver on taste but in a convenient, easy to use format. With the increasing focus on fibre and gut health we expect the products to quickly become a favourite in supermarket shoppers’ baskets.”
Sales at Dunstable-based Signature Flatbreads rose 7.7% to £355.8m in the year ended 26 July 2025. UK sales accounted for 86% of turnover, with the remainder coming from established customers in over 20 different countries worldwide.
The business is part way through a £150m investment plan that launched in 2024 and is set to conclude next year. Investment has included expanding bakery capability and driving product innovation in response to the needs of key retail and foodservice customers.
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