Jacksons of Yorkshire has unveiled a duo of sliced sourdough loaves set to hit shelves in September.
The Sliced White Sourdough and Seeded Sourdough bloomer loaves (RSP £2.50) will be initially available in Waitrose, Booths and Ocado nationwide as well as selected Tesco and Co-op stores.
The launch has been supported by a multi-million-pound investment in Jacksons’ manufacturing capacity and capability to deliver a range which is free from artificial preservatives and has no added sugar. The investment was used to purchase specialist equipment that allowed the business to make sourdough, which was not previously possible, Jacksons noted.
Tapping into demand for less ultra processed foods, the loaves boast just four types of ingredients – premium flours, a ‘specially selected’ Belgian sourdough starter, salt, and seeds.
The full ingredients deck for each loaf is as follows:
- Sliced seeded bloomer: Wheat Flour [Wheat Flour, Calcium Carbonate, Niacin, Iron, Folic Acid, Thiamin], Water, Mixed Seeds [Millet, Golden Linseed, Brown Linseed, Poppy Seeds] (8.1%), Salt, Durum Wheat Flour, Fermented Wheat Flour.
- Sliced white bloomer: Wheat Flour [Wheat Flour, Calcium Carbonate, Niacin, Iron, Folic Acid, Thiamin], Water, Durum Wheat Flour, Salt, Fermented Wheat Flour.
“This exciting launch is testament to the hard work that has gone on behind the scenes. We are really proud of the team here that have put in the time, effort and investment needed to get this sourdough just right,” said Adrian Hipkiss, managing director of Jacksons of Yorkshire, who is holding the reins until ex-Hovis CEO Jon Jenkins joins the firm in September.
“This sourdough is an extension of our range and has been carefully crafted to give consumers more choice. Not only do these loaves make sensational sandwiches, as each generous, soft sourdough bloomer is sliced and ready to use, they are great for toast or as an accompaniment to a dish.
“Ultimately, we have combined the flavour and character consumers associate with sourdough with the quality, consistency and convenience they need from an everyday loaf.”
Jacksons pointed to research which found that a quarter of consumers are looking for a change from traditional sliced bread [Vypr research, February 2025]. This has resulted in a significant uplift in sourdough sales which now sit at £480m across in-store bakery and pre-packed bread, including bagels [NielsenIQ Scantrack, 52 w/e 11 July 2026].
In June, Wildfarmed added a sliced sourdough loaf to its line-up while Tesco added a Fruited Sourdough as well as sourdough crumpets and bagels to its Finest own label range. It’s becoming increasingly common for sourdough to be found in products beyond bread, with Signature Flatbreads extending its portfolio with Real Wheat & Rye Sourdough Flatbreads and Real Sourdough Chargrilled Wraps and Jason’s Sourdough adding Crumpet Thins to its range.
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