Wildfarmed launches its regenerative bread and rolls into Tesco

Wildfarmed, the food and farming business that says it’s “on a mission to accelerate the transition to regenerative agriculture” has announced its bread and rolls are now available in Tesco.

Founded in 2018 by Groove Armada musician Andy Cato, former TV presenter George Lamb and finance guru Edd Lees, Wildfarmed has now launched into three supermarkets in just over 12 months, after the brand’s regeneratively farmed bread range first hit Waitrose stores in May 2024 and launched on Ocado earlier this year.

The brand launched its Regenerative Sliced Seeded Bread (rsp: £2.25/Clubcard: £1.75) and Regenerative White Rolls (rsp: £2.25/Clubcard £1.75) into Tesco yesterday, joining its Regenerative Plain Flour (rsp: £2.00/Clubcard £1.50) and Regenerative Bread Flour (rsp: £2.00/Clubcard £1.50), which launched earlier this year.

Wildfarmed works with over 150 UK farmers who are currently growing wheat, barley and oats with Wildfarmed, growing crops “in a way that puts nature first”. The loaves and rolls are made using 100% regeneratively farmed wheat, grown by those farmers.

“We started Wildfarmed to scale nature-friendly farming. Seeing our bread on the shelves of the UK’s biggest supermarket is a massive moment for all of us at Wildfarmed,” said co-founder Ed Lees. “Launching in Tesco has only been possible because of the hard work of our community of farmers, millers, bakers, buyers and consumers.

“Our mission has always been to deliver change at scale, and working with Tesco is a significant step on that path. In supporting Wildfarmed, Tesco has given shoppers on the bread aisle a new choice – knowing who grew their food and how it was grown. This is quality food from nature-rich landscapes.”