Wildfarmed has claimed a category first, bringing crumpets made with regeneratively farmed wheat to UK supermarkets.
Regenerative Crumpets (rsp: £1.50/4x58g) are made with wheat grown by Wildfarmed’s network of British farmers, using methods that focus on improving soil health, increasing biodiversity, minimising water pollution and reducing carbon.
Hitting Waitrose and Ocado today (24 November), the NPD is Wildfarmed’s first range expansion beyond bread and flour into morning goods.
“We called on our experience, knowledge and friends in the baking community to create the most premium, artisan-inspired crumpet,” said Wildfarmed head of grocery Andy Thomas.
“I cannot wait to see these regenerative crumpets out in the wild.”
Wildfarmed supplies flour made from regeneratively farmed wheat to hundreds of restaurants and bakeries across the UK, including ASK Italian, Franco Manca, Pure and Jolene.
It debuted an eight-strong range of breads and flours into Waitrose in 2024, securing Ocado and Tesco listings for various products earlier this year.
Meanwhile, Wildfarmed has partnered with a swathe of fmcg brands over recent months.
In March, craft beer brand Jubel announced it would transition to regeneratively farmed barley via a tie-up with Wildfarmed.
Wildfarmed then partnered with Tribe to launch a trio of co-branded oat bars into Sainsbury’s in July. Its regeneratively farmed oats are also used in Minor Figures Barista Oat (Regenerative), unveiled last month.
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