Bertinet Bakery champions Real Bread Campaign Sourdough mark

By Gill Hyslop

- Last updated on GMT

Bertinet's range of everyday sourdough, with next-gen recipe and pack refresh. Pic: Bertinet Bakery
Bertinet's range of everyday sourdough, with next-gen recipe and pack refresh. Pic: Bertinet Bakery

Related tags Bertinet Bakery Real bread campaign sourdough

As part of a brand refresh, Bertinet Bakery has become the first major US bread brand to feature the mark on its packaging, which guarantees the nutrition and processing credentials of its range of sliced sourdough.

Since founding in 2008, Bertinet has been on a mission to give more Brits access to real sourdough, a naturally leavened bread that avoids using commercial yeast or additives in favour of a starter created from a flour and water mix fermented by wild yeast and good bacteria.

The Bath-based bakery manufacturer produces a range of breads in all shapes and sizes, from sliced loaves to whole artisan bloomers, using a mix of grains and wholemeal wheat, with nothing more than water and a touch of sea salt.

“We have a deep-rooted respect for the soil, the farmer and the miller. That’s why, where possible we’ll always source local crops for grains that are naturally packed with flavour and goodness,”​ it said in a statement.

Next-gen sourdough

Sourdough starter Harahliad
Sourdough starter. Pic: GettyImages

The bakery has now developed a ‘next generation’ recipe that retains the artisan craft of genuine sourdough in a sliced, softer ‘sandwich and toaster-friendly’ format.

The range also comprises more diverse flours to unlock greater nutrition and taste credentials. Flours – such as barley, organic emmer and spelt combined with wheat – are milled in different variations to increase the nutrient and fibre profile, along with the bread’s depth of flavour.

Bertinet is using the new recipe for its White, Malted Wheat and Seeded Sliced sourdough in a ‘disruptive’ new pack design set to challenge perceptions of bread at the point of purchase.

The rebrand was created by strategic creative agency Ourselves and introduces the range as a better-quality everyday option.

“Bread is a huge part of our diets and we believe the good stuff shouldn’t be reserved for special occasions,”​ said Dan Barrett, MD of Bertinet Bakery.

“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.”

Consumer guarantee of the real deal

Bertinet is also the first major bread brand to feature the Real Bread Campaign Sourdough mark on pack, a stamp that reassures consumers they are buying the real deal versus the recent influx of so-called sourfaux.

“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,”​ added Barrett.

Added Real Bread Campaign coordinator Chris Young, “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 because there’s a lot of sourfaux out there.

“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 next gen Bertinet Bakery Sliced Sourdough recipe and pack refresh is rolling out in Waitrose stores and Ocado.

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