Once you start eating sourdough, there is no turning back. The distinctive sharp flavour and satisfying chewiness are hard to beat, and it has become an essential part of many daily diets. Jason's is likely the name that springs to mind for most when discussing sourdough. I have been a dedicated customer for years, especially the ciabattin variety, as it is the perfect size for toasting.
The Quest for the Best Supermarket Sourdough
A loaf of Jason's typically retails between £2.15 and £2.50, which seems fairly reasonable. However, as somebody who is always looking to stretch their grocery budget further, I decided to test four supermarket own-label sourdough loaves to determine how they compare against my treasured Jason's. I visited Tesco, Aldi, Asda and Sainsbury's on my sourdough quest. Costs varied from £1.50 to £2.44, which was quite revealing, particularly since the most expensive option was one of the smallest in size.
Armed with my toaster and a substantial portion of Kerrygold butter, I tried a slice of each to see whether any could compete with the renowned brand. Already having a ciabattin from Jason's in my kitchen cupboard, I made sure to include a slice in my taste test. Finding the original loaf in supermarkets is sometimes hard, making it all the more important to find a decent alternative. While there was an obvious disappointment, there was a clear champion – more affordable than Jason's – and one I would happily purchase again.
Jason's Ciabattin – £2.15
This is the loaf I find myself picking up most weeks, and it rarely disappoints. It boasts that quintessential chewy sourdough texture with an added depth of flavour courtesy of its distinctive preparation process. The slices are smaller in size compared to those you would find in a conventional sourdough, but they fit into the toaster with ease. You also get a generous number of slices, and it freezes exceptionally well. My only complaint is that it is not particularly well-suited to sandwiches – but for toast, it is perfect. Score: 8/10
Asda – £2.44
This was the priciest loaf of the selection, which made it all the more surprising when I arrived home to find just eight slices in the whole packet. Asda's 'exceptional' range is normally dependable and justifies the steeper price point – the Greek yoghurt in particular – so my hopes were high. Sadly, it fell short. The flavour was underwhelming, and the texture was very dense. That said, the slices were a decent size and very soft, which gave it a bonus point. Score: 7/10
Aldi – £1.75
This loaf simply did not taste like sourdough to me. It was entirely lacking chewiness, noticeably dry, and the crust lacked the crispiness you would expect. I spotted a rye alternative on the shelf, so I will have to return and give that a go. However, the white version left me underwhelmed, and I would be unlikely to purchase it again. Score: 5/10
Sainsbury's – £1.95
Sainsbury's is not a shop I visit often, particularly as it is a small high-street branch which I presumed would carry higher prices. However, this loaf was extremely well priced. When it comes to the taste, it was superb. It had a zesty flavour, was remarkably soft, and toasted wonderfully. That said, the slices were quite thinly sliced, and some of the smaller pieces were minuscule, with fairly significant air pockets too. Despite this, it ranked as my runner-up option, and I would certainly buy it again. Score: 8/10
Tesco – £1.50
This loaf was the clear champion for me. The crust was ideal, it offered a gorgeous rich taste with exactly the right amount of saltiness, and it was even more delicious after toasting. The slices were ideally sized, and while there are only eight in a packet, I would argue it was worthwhile. It loses a point for the number of holes in the bread – something that Jason's did not have, but I believe I preferred the overall taste of this loaf. 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. Score: 9/10
