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UPF concerns contribute to sourdough boom
By Emma Weinbren2026-05-12T14:01:00
Sourdough remains the hottest area of growth in bread and bakery
Sourdough remains the hottest area of growth in bread and bakery. No brand sums that up better than Jason’s Sourdough, value sales of which have soared to nearly £116.5m [NIQ 52 w/3 21 February 2026].
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