Deli Kitchen has added two sourdough lines designed to tap into growing consumer demand for less processed bakery products.
Wheat & Rye Sourdough Flatbreads and Sourdough Chargrilled Wraps are the brand’s first products to call out their sourdough content on the front of pack, although it has previously used sourdough as an ingredient in some of its products, including its Italian Style Pinsa.
Made without artificial preservatives or palm oil and crafted from a base of active durum wheat sourdough, which is slowly fermented before baking, the new sourdough breads would appeal to consumers looking to ”avoid long, complex ingredient lists”, said the brand.
Wheat & Rye Sourdough Flatbreads (rsp: £1.90/210g) are in Tesco, Sainsbury’s, Asda and Ocado, while Sourdough Chargrilled Wraps (rsp: £2/366g) have launched in Waitrose and are set to roll out to other major mults soon.
Deli Kitchen said the products could be adapted to suit a range of occasions: a houmous and salad stuffed wrap at lunchtime; an addition to a picnic spread; or as a canvas for a hand-held home-cooked evening meal, such as a kebab.
“We developed our sourdough range with a clear purpose: to put flavour first. We saw shoppers were seeking something new and different in the sourdough market – however, they didn’t want to compromise on taste or integrity,” said James Eid, UK CMO at Deli Kitchen owner Signature Flatbreads.
“Our range will appeal to the rapidly growing number of consumers who are looking to eat wholesome, cleaner label breads that truly deliver on taste but in a convenient, easy to use format. With the increasing focus on fibre and gut health we expect the products to quickly become a favourite in supermarket shoppers’ baskets.”
Sourdough penetration has increased by 71.9% year on year, while category’s value is up 61.5% year on year, according to Wordpanel by Numerator data [52 w/e 17 May 2026].
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