Slow and steady wins the sourdough race

As a nation, we have always been a huge lover of baked goods, although the once standard ‘wrapped bread from a large brand’ has fallen out of favour. With so many processed breads using high-activity yeast for faster production, consumers have started to steer away for fear of bloating.

Instead, attention is diverted towards more natural and honest ingredients, with consumers opting for artisanal and traditionally-baked breads. Additive-free offerings and slow fermentation that is gentle on the stomach are rising in popularity.

There are many processed high-activity yeast loaves with de script ions such as ‘with sourdough’ and we wanted to stay far away from this. Our sourdough is 100 percent real and natural using traditional 24-hour fermentation processes which gives it its gentle nature.

During the first UK lockdown (March 2020), there was high demand for cupboard staples, ie, items with a long shelf-life, that still held great nutritional value and taste. With our launch coinciding with the lockdown, we were presented with a great opportunity as consumers sought long-lasting loaf in their weekly shops. Because sourdough freezes well, people could buy several at a time – reducing the need for regular shop visits.

Each Sourdough Ciabattin loaves are packed with rich flavour and use recipes rooted in the brand’s family heritage with our White, Grains & Seeds and Craft Beer variants. Our white sourdough creates a classic staple, nicknamed ‘crumpet bread’ which is good for toasting, while the Grains & Seeds is our healthiest option, as we’ve soaked the seeds to provide more nutrients, which digest better.