A new high-fibre sourdough brand is setting out to reshape how UK shoppers view everyday bread.
Better Bread has entered the market with a rye-focused range produced from a wholegrain white and rye sourdough starter. The loaves undergo a traditional, slow fermentation process without added yeast, fat, artificial ingredients, preservatives or emulsifiers.
The initial range includes four products:
- The Mother Loaf: The brand’s flagship loaf, made with seeds, apple, carrot and wholegrains.
- The Fruity One: A variation of the signature loaf containing raisins, figs and banana.
- The Protein One: Based on the flagship recipe, with part of the flour replaced by wheat protein.
- The Rye Pocket: Scandinavian-style seeded buns combining light and dark rye flour with a fermented leaven to create a malty taste.
Better Bread sources flour from Shipton Mill and uses organic or regenerative ingredients wherever practical. The team makes each product by hand, using a 24-hour bulk fermentation and soaking the seeds and grains in advance.
The Cambridgeshire business was founded by three friends: recipe developer Annabel Sedgwick, baker Andrew ‘Sedge’ Sedgwick and marketing specialist Vhari Russell. They launched the company after struggling to find an everyday loaf that was also ‘really healthy’.
“We made this bread at home because it’s what we wanted to be eating and sharing with our family and friends every day,” says Annabel. “We have been thoughtful with how we are scaling up, selecting ingredients from suppliers that care about the planet, being generous with the ingredients, especially the seeds, and sticking to our slow 24-hour fermentation process.”
Sedge says the idea of ‘better’ informs every business decision. “Better, for us, means better for you, better for the community around us and better for the planet,” he said.
The launch reflects several food and beverage industry trends, including rising demand for high-fibre products, transparent sourcing and more considered food and drink sustainability practices. It also aligns with food and drink consumer trends that favour simple ingredients, traditional production methods and products with a clear nutritional proposition.
At present, consumers can purchase Better Bread directly through the company’s website. The brand has also gained distribution through farm shops and online retailer Wylde Market, while developing plans for broader retail expansion. Its approach responds to emerging food distribution trends, with a combination of direct-to-consumer sales, specialist outlets and future mainstream retail opportunities.
As the company grows, its founders intend to recruit as inclusively as possible. The business aims to reduce barriers to employment and create opportunities for young adults with learning difficulties.
The brand’s focus on small-scale production, ingredient quality and traditional fermentation also positions it within wider food manufacturing trends and food processing technology discussions. As Better Bread expands, its progress will offer an interesting example of food and drink industry innovation, alongside developments in food and drink packaging, food and drink marketing and evolving food and drink regulations.