Mission Simply Good Sourdough & Linseed

The new wraps contain up to 7.4g of fibre per 100g

Mission is tapping the better-for-you trend with a superseed range of wraps that includes a sourdough variant – in what the bakery brand claims is a UK first.

The new Simply Good lineup is rolling out to the mults this week in Sourdough & Linseed and Quinoa & Chia (rsp: £1.50/6x61g).

As well as containing up to 7.4g of fibre per 100g, the wraps had “the benefit of additional texture in addition to making people feel fuller for longer” Mission said.

The launch came in response to shoppers “changing their habits when it comes to food” said Mission’s senior brand manager, Ieva Dvilinskiene. “Instead of focusing on what to take out of diets, they are instead turning their attention to those products that add ‘good’ into their meals, such as fibre or protein.”

As well as providing the benefits of superseeds, the inclusion of sourdough in the Simply Good range “adds prebiotic benefits to the diet and is perceived to be a more premium offer by consumers” Dvilinskiene added.

It is the latest sourdough bread product to land on shelf in recent weeks. Hovis rolled out a sourdough White Bloomer in late September, two weeks after Warburtons expanded its Toastie range with a sourdough variant – with the Bolton bakery’s innovations & product marketing director Darren Littler saying it was “a trend that shows no sign of slowing down”.