Sweet success of sourdough bread as sales rise by 40%
SOURDOUGH bread has become Britain’s most in-demand loaf, with sales soaring by 40 per cent in a year.
Tesco is selling 100,000 of the loaves a week, saying the once artisan bread has become mainstream.
Now it is introducing sourdough baguettes to meet the growing demand.
Sourdough is one of the oldest breads, using natural yeast and getting its flavour from long fermenting. Tesco bakery buyer Alice McConnell said: “Interest in this wonderfully tangy and chewy bread has grown spectacularly in the last few years. “For those who haven’t tried it, there is nothing like hot, toasted sourdough and butter.” Shoppers shunning sliced white loaves have boosted the speciality bread market’s value to £123million-a-year.