Regenerative food and farming business Wildfarmed is entering the supermarket sliced sourdough arena with a new loaf called Simply Sourdough.
Made with 100% Wildfarmed regenerative flour, water, and salt, the off-white tinned loaf has is free from artificial emulsifiers or preservatives and the addition of wholemeal flour means it is a source of fibre.
The 640g loaf, which is said to offer a ‘noticeably more generous slice than other packaged sourdoughs’, is available in Waitrose now with an introductory price of £2.25 and a RRP of £2.50. It will land in Tesco Extra stores from 8 July.
The launch marks a ‘natural next step’ in Wildfarmed’s journey in the bread aisle which began two years ago with the roll out of a five-strong range including sliced loaves, whole sourdough, and baguettes. Since then, it has expanded secured the title of Bakery Brand of the Year 2025 and expanded its line-up with the likes of Regenerative Crumpets.
Wildfarmed added that the launch comes at a time when the category is experiencing significant structural growth.
Packaged sourdough is now worth close to £300m and growing at 65% year on year, while the rest of wrapped bread is experiencing decline [NIQ data to 16 May 2026]. That growth is being driven not by existing sourdough buyers trading up, but by new consumers entering the category entirely: with sourdough penetration rising from 15% to 29% in just two years [NIQ data to 21 March 2026].
“Better bread has been one of the defining food movements of the last decade – a proliferation of artisan bakeries, and sourdough becoming the shorthand for better bread in supermarkets,” said Wildfarmed co-founder Edd Lees. “Simply Sourdough is us bringing that standard to the bread aisle – what we believe is the best sliced sourdough on the market.”
All Wildfarmed products are made using regeneratively farmed British wheat, oats, and barley using practices that prioritise positive outcomes for farmers, fields and consumers. These focus on improving soil health, increasing biodiversity, minimising water pollution and reducing carbon.
“Everyone in the industry has seen consumers’ understanding and appreciation of sourdough skyrocket in recent years. We know that sourdough is where shoppers are going,” added Andy Thomas, head of grocery at Wildfarmed. “Simply Sourdough is our answer to what that looks like: regenerative flour, clean ingredients, a proper slice. No trade-off required.
“Our hope is that we have created not only shoppers’ new favourite sourdough, but a loaf that they can feel good about picking up every week.”
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