In a surprising turn of events for bread enthusiasts across the United Kingdom, supermarket own-brand sourdough loaves have decisively outperformed their premium branded counterparts in a rigorous blind taste test conducted by the consumer champion Which?. The results reveal a clear preference for affordable, high-quality options available at local grocery stores.
The Taste Test Methodology
Which? assembled a panel of 71 volunteers to conduct comprehensive blind taste tests on 11 different sourdough loaves. The selection included well-known brands such as Jason's, Bertinet, and Celtic Bakers, alongside supermarket own-label offerings from Asda, Sainsbury's, Tesco, and others. The volunteers evaluated each loaf based on criteria including crust texture, airiness, flavour profile, and overall consistency, without any knowledge of the brands or prices involved.
Top Three Performers
Claiming the crown was Co-op's Irresistible Hand-Finished White Sourdough, retailing at £2.65. This loaf achieved an impressive score of 73% out of 100, with tasters praising its perfectly balanced crust—neither too hard nor too soft—and its ideal airiness while maintaining structural integrity. The ingredients, which include yoghurt, yeast, and semolina, contributed to its standout performance.
Runner-up was Tesco Finest White Sourdough Loaf, priced at £1.95. It trailed by just one percentage point, scoring 72%. Volunteers championed its superb, chewy consistency and robust, zingy taste, highlighting it as an excellent value-for-money option.
Securing third place was Morrisons Best White Sourdough Sliced Half Boule, also priced at £1.95, with a score of 63%. While some tasters appreciated its flavour, others found it somewhat underwhelming. Two-thirds approved of the bread's texture and structure, though a third deemed it overly chewy.
Branded Loaves Fall Short
Jason's, a well-known name in the sourdough market, failed to crack the top three, managing only 62% approval. The chief complaint among tasters was its overly soft texture, which detracted from the traditional sourdough experience. Additionally, it carries a hefty price tag of £2.20 for 450g, making it less appealing compared to the supermarket alternatives.
Bottom of the pile was Waitrose's No. 1 White Sourdough Bread, which received a disappointing score of 59%. Tasters complained of lacklustre flavour and a texture that proved too hard and heavy, failing to meet expectations for a premium product.
Implications for Consumers
This taste test underscores a significant shift in consumer preferences, demonstrating that supermarket own-brand sourdough loaves can deliver superior quality and taste at more accessible price points. The results challenge the perception that branded products inherently offer better value or flavour, encouraging shoppers to reconsider their purchasing habits.
For those seeking the perfect sourdough—whether for breakfast eggs, lunchtime sandwiches, or evening soup dunking—the Co-op's Irresistible Hand-Finished White Sourdough emerges as the clear winner, combining affordability with exceptional culinary performance.
