Bertinet Bakery has enhanced the taste and nutrition credentials of its sliced sourdough and will be the first major bread brand to feature the Real Bread Campaign Sourdough mark, as part of a bold new look.
The new recipe retains all the artisan craft of genuine sourdough in a sliced, softer ‘sandwich and toaster-friendly’ format, with more diverse flours to unlock greater nutrition and taste credentials. Flours, such as Barley, Organic Emmer and Spelt, combined with Wheat flour, milled in different variations, promote increased nutrients, fibre and depth of flavour.
As the leading sourdough brand, Bertinet Bakery is on a mission to give more people access to better quality bread in the supermarket. The new recipe combines the quality of authentic sourdough with the richer flavour and goodness of more diverse grains, sliced, with a softer texture for everyday occasions, such as sandwiches and toast.
The next generation recipe has landed across the brand’s White, Malted Wheat and Seeded Sliced sourdough with a disruptive new pack design, set to challenge perceptions of bread at the point of purchase. The new look has been created by strategic creative agency, Ourselves, to call the range out as a better-quality everyday option in the fixture.
Bertinet Bakery will also be the only major bread brand to feature the Real Bread Campaign Sourdough’ mark on pack. As a genuine sourdough, made with a traditional fermentation process and no artificial additives, Bertinet Bakery will use the stamp to reassure consumers they are buying the real deal vs the recent influx of sourfaux offers.
Brand messaging will be amplified across Press, Website, Social and PR, with provocative headlines, prompting consumers to consider the difference between quality bread and the options currently on their table.
Dan Barrett, Managing Director, said: “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.
“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”.
Real Bread Campaign Co-ordinator, Chris Young, said: “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 new Bertinet Bakery Sliced Sourdough recipe and pack refresh is now available in Waitrose stores and Ocado.