Jacksons of Yorkshire has launched its first sourdough loaves, supported by a multimillion-pound machinery investment.
Sliced White Sourdough and Sliced Seeded Sourdough bloomers will roll into Tesco, Waitrose, Booths, Ocado and Co-op (rsp: £2.50/500g) next month.
Designed to tap into growing consumer demand for less processed foods, the loaves are made with four ingredients and use a blend of “premium flours and a specially selected Belgian starter”. They contain no artificial preservatives or added sugar.
Jacksons said it had made a multimillion-pound investment into new machinery, which gave it the capacity to produce sourdough to the “quality standards expected of the brand”. Prior to this, its manufacturing processes were not suitable for producing sourdough.
The loaves were developed in response to growing consumer interest in sourdough, with one in four shoppers looking to switch to it from traditional sliced bread, said Jacksons, citing Vypr research [2025].
Consumer spending on sourdough has surged 40% in the past year as the category reached £480m in annual value, Jacksons added, citing NIQ data [52 w/e 11 July 2026].
The loaves will be backed by a six-figure marketing spend, spanning OOH advertising, in-store activations and digital and PR activity.
“This exciting launch is testament to the hard work that has gone on behind the scenes,” said Adrian Hipkiss, managing director of Jacksons of Yorkshire.
“We are really proud of the team here that have put in the time, effort and investment needed to get this sourdough just right.
“It’s not just about launching a new product range – it’s about ensuring it delivers the taste and texture we know our customers expect from us.”
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