Yorkshire-based bakery Jacksons of Yorkshire has added two sourdough loaves to its range, available from September in Waitrose, Booths, Ocado and selected Tesco and Co-op stores nationwide. Both the Sliced White Sourdough and Seeded Sourdough bloomer carry an RRP of £2.50.

The range uses four ingredient types: a blend of premium flours and a Belgian starter culture developed with a master baker. There are no artificial preservatives and no added sugar.

The launch follows a multi-million-pound investment in manufacturing capacity at the Yorkshire site, and will be backed by six-figure marketing spend covering out-of-home advertising, retailer activation and digital activity.

The timing reflects measurable shifts in the sliced bread category. Shopper penetration for sourdough reached 37.7% in the 52 weeks to 23 March 2025 (Kantar Worldpanel), with consumer spending up 40% according to NielsenIQ Scantrack data for the 52 weeks to 11 July 2026. The sourdough category is now valued at £480m per annum. Separately, Vypr research from February 2025 found that one in four consumers are actively looking for an alternative to standard sliced bread.

Adrian Hipkiss, Managing Director, said:

"We have combined the flavour and character consumers associate with sourdough with the quality, consistency and convenience they need from an everyday loaf."

Founded in 1851, Jacksons of Yorkshire is now in its sixth generation of family ownership.