Bertinet Bakery has enhanced the taste and nutrition credentials of its sliced sourdough and will be a major bread brand to feature the Real Bread Campaign Sourdough mark as part of its new look.
The new recipe will be in a sliced, softer format, with more diverse flours including barley, organic emmer and spelt, combined with wheat flour, milled in different variations to promote increased nutrition, fibre and depth of flavour.
The company aims to provide more people with access to better quality bread in the supermarket, combining the quality of sourdough with the rich flavour and goodness of more diverse grains.
The new recipe landed across the brand’s White, Malted Wheat and Seeded Sliced sourdough on 21 October with a new pack design, to “challenge perceptions of bread at the point of purchase”. The new look has been created by creative agency Ourselves.
Bertinet Bakery will feature the Real Bread Campaign Sourdough mark on the pack, to signify the bread is genuine sourdough, made with a traditional fermentation process and no artificial additives and reassure consumers they are buying the “real deal”.
“Bread is a huge part of our diets and we believe the good stuff shouldn’t be reserved for special occasions. Our new recipe takes the goodness of genuine sourdough to the next level with softer, sliced everyday format that includes more diverse flours to enhance nutrition and taste benefits.,” said Dan Barrett, Managing Director for Bertinet Bakery.
“Our new disruptive packaging shouts about the better quality everyday sliced option directly in the bread aisle. We are championing Real Bread that is not only better-tasting, but better for us, due to our baking craft and the integrity of the ingredients we use,” he added.
“Sourdough isn’t a look, taste, shape or style, it’s a process. We continue to lobby for a legal definition of sourdough so that the word can only be used to market additive-free products made by that process. In the meantime, shoppers should always read the label and keep an eye out for The Sourdough Loaf Mark,” explained Chris Young, Campaign Coordinator for Real Bread. “Of more than 100 bakeries signed up to The Loaf Mark scheme, Bertinet Bakery is the only one using The Sourdough Loaf Mark on loaves that can be found in supermarkets.”
The new sourdough recipe is available in Waitrose stores and Ocado.
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Caitlin Gittins
Editor, International Bakery
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