Wildfarmed launches Simply Sourdough as packaged bread demand surges

Wildfarmed has pushed deeper into the packaged bread aisle with Simply Sourdough, a 640g sliced loaf now in Waitrose with an introductory price of £2.25 and an RRP of £2.50. Built from 100% Wildfarmed regenerative flour, water and salt, it carries the company’s clean-label pitch straight into the supermarket fixture, with no artificial emulsifiers or additives and a slice shape aimed at toast and sandwiches.

The move extends a bread strategy Wildfarmed began on 1 May 2024, when it launched a five-strong supermarket range in Waitrose that included sliced white loaf, sliced seeded loaf, white rolls, sourdough and seeded sourdough. Baguettes and flour followed shortly afterward, and Wildfarmed now says its wider line also reaches baguettes, rolls and crumpets. Simply Sourdough is set to land in Tesco Extra stores from 8 July, giving the brand another shot at turning regenerative farming into a mainstream grocery habit rather than a niche bakery badge.

That pitch lands in a market Wildfarmed thinks is already shifting in its favour. The company says packaged sourdough is worth close to £300 million and growing 65% year on year, while the rest of wrapped bread is sliding. It also says sourdough penetration has risen from 15% to 29% in two years, with the growth coming from new shoppers entering the category rather than loyal buyers simply trading up. For a brand built around sustainability messaging, that matters more than any shelf talker. It means sourdough is no longer just a signal of artisan credibility, it is a volume play.

Wildfarmed’s own product page calls Simply Sourdough “Real bread, real simple,” and Waitrose says the loaf is designed to deliver generously sized slices for sandwiches and toast. That is the balancing act here: keep the ingredient list tight enough to satisfy the sourdough crowd, but make the loaf convenient enough to live in an ordinary supermarket basket.

The brand has already built some momentum behind that bet. Judges at the Baking Industry Awards called Wildfarmed’s entry into bread a “masterclass” in impact, clarity and momentum, and the company won Bakery Brand of the Year 2025 as well as Sustainability Initiative of the Year. In other words, Wildfarmed is not selling one trendy loaf so much as testing whether packaged sourdough can keep its integrity once it leaves the bakery counter and heads for the sliced-bread aisle.