A LOAF of sliced sourdough ‘artisan’ bread priced at £3.50 is set to go on sale at a supermarket in Wokingham next week.
Waitrose, in Rectory Road, has been chosen as one of 35 stores to stock the new loaf, developed by The Bertinet Bakery, following the success of an initial trial in May.
The range will now be rolled out to the additional supermarkets from next Monday (12) as the first part of a national launch.
Having spotted a gap in the market for an alternative to standard sliced bread, The Bertinet Bakery developed a sourdough range baked in a tin that can offer similar usage and keeping qualities but without any of the additives.
The new range includes both a white loaf and a darker malted wheat loaf that has malted wheat flakes rolled into the crust.
Made using only three ingredients , or four in the case of the malted wheat loaf, the range contains no additives, preservative or processing aids, yet stays soft for up to four days.
Both the white and malted wheat loaves are baked in a traditional bread tin, which makes the crumb a little tighter and free from the large holes you might find in a traditional artisan loaf.
The loaves are priced at £3.50 for a large 1kg loaf.
Richard Bertinet said: “It has been incredibly exciting to be part of the artisan bread revolution taking place in the UK over the last 10 years. But no matter how much we all love a ciabatta, foccacia or crusty sourdough boule at the weekend, the sliced loaf will always have a place, whether for kids, packed lunches or just because it fits in the toaster!
“Until now it has not been possible to buy a sliced tin loaf in a supermarket which does not contain at least some additives or preservatives and I wanted to change that. I am on a mission to make great bread available to everyone. I’m incredibly excited about the roll out of our sliced sourdough range and look forward to families across the UK enjoying it as much as mine do!”
