Regenerative agriculture specialist Wildfarmed is venturing into the morning goods category with the launch of regenerative crumpets.
Made from 100% Wildfarmed regenerative flour, the crumpets are available in selected Waitrose stores and online at Ocado now. Sold in packs of four, they have a rsp of £1.50.
According to Wildfarmed, the launch aligns with an increase in popularity for crumpets thanks to social media trends and gourmet variations of the tea-time treat appearing on high-end restaurant menus, from Michelin-starred Lyles in London to the signature crab crumpet from Clarence in Glasgow. And although categorised as a morning good, they also serve a variety of meal occasions from breakfasts to mid-afternoon snacks.
“We are incredibly excited to be taking our first step into the morning goods category with the launch of our new Regenerative Crumpets, made with fully traceable regenerative flour, which supports British farmers,” said Andy Thomas, head of grocery at Wildfarmed.
He added that the firm called on its “experience, knowledge and friends in the baking community to create the most premium, artisan-inspired crumpet”.
Wildfarmed isn’t the only up-and-coming brand to venture into the crumpet category. Jason’s Sourdough added crumpets to its line-up in September priced at £1.60 for a pack of six.
Disruption of the bread aisles
This latest launch continues what Wildfarmed describes as its ‘disruption of the traditional supermarket bread aisle’, where it brings regeneratively farmed, premium foods to the high street. Crumpets are the brand’s first expansion from bread into the growing morning goods category.
Having supplied flour to the baking industry for a couple of years, the business launched its first consumer-facing products in the form of a five-strong bread range in Waitrose in 2024. The launch, coupled with its mission, has proved so successful that Wildfarmed bagged two trophies at the 2025 Baking Industry Awards – Bakery Brand of the Year and Sustainability Initiative of the Year.
“Launching our Regenerative Crumpets is the latest milestone for what has been a huge year for Wildfarmed, where we continue to bring better food, produced from better farms, onto the high street, giving customers an everyday choice of traceable food from nature rich landscapes,” said Wildfarmed co-founder Edd Lees.
“We are proud to be part of the community of young British food brands that are having such a significant impact on our supermarket shelves. Our new range of crumpets represents our continued movement towards bringing premium products made with fully traceable flour from UK regenerative farms as the category norm in the bakery aisle.”
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