The historic firm is looking to break into the expanding sourdough market
Jacksons of Yorkshire’s Derringham Street site.(Image: Google Streetview)
Bread maker Jacksons of Yorkshire says a multimillion-pound investment into its Hull factory will allow it to expand its ranges. The historic firm says the spending on the Derringham Street facility is help it produce a new ‘Signature Sourdough’ range, including Sliced White Sourdough and a Seeded Sourdough Bloomer.
The baker, which is part of the £332m William Jackson Foods Group, says the new range was developed in partnership with a master baker using a specially selected Belgian sourdough starter and a blend of premium flours. And the Hull-made loaves will be distributed to UK supermarkets including Waitrose, Booths and selected Tesco and Co-op stores, with a price tag of £2.50.
Adrian Hipkiss, managing director from Jacksons of Yorkshire, said: “This exciting launch is testament to the months of hard work that has gone on behind the scenes in the bakery. We are really proud of the team here that have put in the time, effort and expertise needed to get this sourdough just right.
“This sourdough has been carefully crafted to give consumers more choice. It delivers the taste and texture we know our customers expect from us in a versatile, sliced loaf that makes sensational sandwiches or the perfect slice of toast. We can’t wait to hear what people think when they try this new and exciting range.”
The new sourdough range will be marketed via six-figure campaign including out of home advertising, retailer and shopper advertising, and digital and PR activity to amplify the announcement. The firm says the the sourdough market is now valued at about £430m a year, with bosses says the “opportunity of clear for ambitious bakeries that are willing to invest and to expand their offering accordingly”.
Consumer spending on sourdough increased by 40%, and the number of shoppers buying the product increased to 37.7% in the 52 weeks to 23 March 20252.
Jacksons of Yorkshire was established in 1851 when William Jackson began selling bread from his grocery stores. Six generations later the baker is responsible for a range of different breads including its Super Seeded Bloomer, its Tiger Bloomer and its Half Bloomers.
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