Wildfarmed is launching the first supermarket packaged sourdough made using 100% regenerative flour.
Simply Sourdough is described as an “elevated everyday” version of the brand’s bakery sourdough loaf. The tinned loaf is made using flour, water and salt, with no artificial emulsifiers or preservatives, while the inclusion of wholemeal flour provides a natural source of fibre.
It will be available in Waitrose from 24 June and Tesco from 8 July (rsp: £2.50/640g).
Wildfarmed said the NPD promises the “flavour and texture sourdough lovers expect”, while meeting growing demand for clean-label credentials. It also features what the brand claims is a “noticeably more generous slice” than other packaged sourdoughs.
The launch comes amid strong growth in the category. Packaged sourdough is now worth nearly £300m and growing at 65% year on year, while the wider packaged bread category is in decline [NIQ 52 w/e 16 May 2026].
Wildfarmed said growth was being driven by new shoppers entering the category, with sourdough penetration rising from 15% to 29% over the past two years [NIQ w/e 21 March 2026].
“Better bread has been one of the defining food movements of the last decade – a proliferation of artisan bakeries and sourdough becoming the shorthand for better bread in supermarkets,” said Wildfarmed co-founder Edd Lees.
“We supply flour to some of the best bakeries in the country, so we know what great sourdough actually takes. Simply Sourdough is us bringing that standard to the bread aisle – what we believe is the best sliced sourdough on the market.”
Since entering supermarkets two years ago, Wildfarmed has built a presence through its in-store bakery range that spans bread, rolls and crumpets
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