Sourdough remains one of the undisputed champions of the British baking industry. Often the star attraction of an artisan baker’s range, it has also become a key driver of growth for supermarkets both in the packaged bread aisles and in-store bakeries (ISB). “Speciality loaves, which include sourdough, are leading the way for value and unit growth compared to others such as traditional loaves, rolls, and French breads,” comments Hannah Sibley, product and innovation director at bakery supplier Aryzta UK & Ireland. Source: Getty Images / Mariia Vitkovska UK spending on sourdough hit £58.5m, according to Kantar data for the 52 weeks to 17 March 2024 . This marked double-digit (10.7%) growth year on year which, like other categories, is partially attributed to price rises as a result of inflation. However, with 26m packs sold over the period, sourdough volumes were up by 4.3% compared to the previous year. With total bread volumes seeing a slight decline of 0.7%, the sourdough market