Sourdough has become the UK’s fastest growing bread variety – with demand soaring by nearly 40% in the last year at Tesco.
The supermarket chain now sells around 100,000 sourdough loaves a week and has just launched its first ever sourdough baguette (pictured).
In the past five years, the grocer has almost quadrupled its sourdough range by adding new varieties to meet demand.
The retailer said that among the reasons for the strong growth are the rising popularity of speciality loaves and trendy brunch treats such as avocado on sourdough.
Tesco bakery buyer Alice McConnell commented: “Interest in this wonderfully tangy and chewy bread has grown spectacularly in the last few years. And for those of you that have still not tried it… there’s nothing quite like hot, toasted sourdough and butter.
“As customer demand has grown, we now have 10 sourdough bread products on offer, including a roll, pitta bread and gluten-free varieties. Instead of seeing bread as just something to toast or make a sandwich with, more people are beginning to appreciate it as a food to savour, and one that can have many different flavours and complex tastes.”
Tesco has just launched its first ever sourdough baguette