Once you try sourdough, there is simply no going back. That distinctive tangy flavour and satisfying chewy texture are unrivalled, and it has become a real essential in many households. Jason's is arguably the brand that springs to mind for most people when sourdough is mentioned. I have been a fan for quite some time, particularly of the ciabattin kind, as it is ideally sized for popping in the toaster. A loaf typically sets you back between £2.15 and £2.50, which is fairly reasonable, but as someone constantly looking to stretch their grocery budget further, I put four supermarket own-brand sourdough loaves through their paces to see how they stack up against my beloved Jason's.
I visited Tesco, Aldi, Asda and Sainsbury's in pursuit of sourdough. Prices varied from just £1.50 to £2.44, which was quite revealing, especially given that the most expensive loaf was one of the smallest on offer. With the toaster warmed up and a generous slab of Kerrygold butter at hand, I tried a slice of each to see whether any could genuinely compete with the well-known brand. Having already had a ciabattin from Jason's tucked away in my cupboard, I made sure a slice was included in my taste test. Tracking down the original loaf is sometimes tricky, which only made me more determined to find a worthy rival. There was an obvious disappointment, but equally a clear winner — cheaper than Jason's — and one I would happily purchase again without hesitation.
Jason's Ciabattin – £2.15
This is the loaf I pick up most weeks and I love it. It has that classic chewy sourdough texture with a touch of extra flavour thanks to its unique preparation method. The slices are smaller than those you would find in a traditional sourdough loaf, but they slot into the toaster perfectly. You also get a generous number of slices, and it freezes brilliantly. My only issue is that it does not work that well for sandwiches — but for toast, it is hard to fault. Score: 8/10
Asda – £2.44
As the priciest loaf of the selection, it came as quite a surprise to arrive home and find just eight slices in the entire packet. Asda's 'exceptional' range is normally dependable and worth the premium price — the Greek yoghurt in particular — so my hopes were high. Sadly, it fell short of expectations. The flavour was underwhelming, and the texture was a little dense. That said, the slices were generously cut and pleasantly soft, which earned it a bonus point. Score: 7/10
Aldi – £1.75
This loaf simply did not taste like sourdough to me. It had no chewiness whatsoever, was very dry, and the crust lacked the crispiness you would expect. I spotted a rye version on the shelf, so I will have to go back and give that a try. However, the white version left me unimpressed, and I very much doubt I would purchase it again. Score: 5/10
Sainsbury's – £1.95
Sainsbury's is not a shop I visit regularly, particularly as it is a smaller high-street branch which I presumed would carry a heftier price tag. That said, this loaf was surprisingly well-priced. In terms of taste, it was superb — full of a tangy, zesty flavour, wonderfully soft, and it toasted to perfection. However, the slices were on the thin side, with some noticeably small portions and a few rather large holes throughout. Despite this, it earned second place in my rankings, and I would certainly buy it again. Score: 8/10
Tesco – £1.50
This loaf was the clear winner for me. The crust was spot on, boasting a gloriously rich flavour with just the right amount of saltiness, and it tasted even better once toasted. The slices were a generous and consistent size, and while the pack contains only eight, I felt it was well worth the cost. It loses a mark for the number of holes in the bread — something that Jason's managed to avoid — though I felt the overall taste of this loaf edged ahead. The packaging has changed slightly since the time of writing, but it is the Tesco Finest variety you are looking for, and it is currently just £1.50 with a Clubcard or £2 without.
