Baker Street, the UK's top-selling rye bread brand with a 34% value share of the market, has added a new Light Rye Bread to its range, now stocked in Sainsbury's at an RRP of £1.85 for a 500g loaf.

The launch extends a portfolio that already includes Rye & Wheat and Seeded Rye variants. Where those products are aimed at established rye consumers, the Light Rye has been formulated specifically for shoppers who have not bought rye bread before, offering a softer crumb and milder flavour than the brand's existing loaves.

Made with a sourdough starter, it delivers fibre, protein, iron, magnesium and thiamin and has been positioned across breakfast, lunch and snacking occasions.

The brand, owned by St Pierre Groupe, recorded 57% value growth and 56% volume growth year-on-year in the rye category. Josh Corrigan, Customer Development Director UK at St Pierre Groupe, said the new SKU was intended to extend the brand's reach rather than cannibalise existing lines: "Light Rye gives shoppers a more familiar entry point into rye, with a softer texture and lighter flavour profile, while still delivering key nutritional benefits."

The product sits within a broader pattern of health-adjacent innovation in the wrapped bread category, where manufacturers are targeting consumers seeking incremental dietary improvements, higher fibre, more protein and added minerals without switching away from everyday formats.