Waitrose has hailed cauliflower as “the vegetable of the moment” with the launch of a cauliflower cheese sourdough loaf.
The new Waitrose 1 Cauliflower Cheese Sourdough (£3.49) - made with roasted cauliflower, cumin, coriander, and mature Cheddar - is “a great way to sneak in some extra veg”, claimed the supermarket’s bread buyer Kate Smith-Bingham. “Customers will love the intense flavours.”
The director of the Federation of Bakers, Gordon Polson, said the Waitrose NPD was a niche product and “a bit more unusual” than other vegetable breads but would help satisfy consumers’ desire for diversity. “People don’t want to buy just white bread or brown bread; they want a variety.”
Waitrose has also introduced a six-strong line-up of chilled artisan breads under the Waitrose 1 label. Supplied by New Primebake, they are made to be kept in the fridge and must be baked to serve. Variants include Boule (£1.69), Roasted Fennel Focaccia (£2.79) and Nocellara Olive Fougasse (£2.89).