Deli Kitchen targets health-conscious shoppers with sourdough flatbreads and wraps

• Deli Kitchen has unveiled real Wheat & Rye Sourdough Flatbreads and real Sourdough Chargrilled Wraps
• The two SKUs are free from artificial preservatives and are slowly fermented before baking, crafted from a true base of active durum wheat sourdough
• The products are designed to appeal to the growing number of shoppers opting for sourdough – which now has +71.9% penetration, with value at +61.5% versus 2025

Leading UK flatbread brand Deli Kitchen has launched two new lines to cater to the explosion of interest in sourdough.

Real Wheat & Rye Sourdough Flatbreads and real Sourdough Chargrilled Wraps are both free from artificial preservatives and crafted from a true base of active durum wheat sourdough.

Sourdough now has +71.9% penetration, with value at +61.5% versus 2025. By combining real sourdough-making methods with innovative formats that go beyond the loaf, Deli Kitchen aims to further boost sales and attract new consumers to sourdough.

Deli Kitchen’s real sourdough range was developed to put flavour first. All products are slowly fermented before baking – to offer an authentic depth of flavour.

The range is made without any artificial preservatives or palm oil, to respect authentic methods and will appeal to the growing number of consumers keen to avoid long, complex ingredient lists.

The practical formats can be easily adapted to suit a range of occasions – whether a hummus and salad stuffed wrap at lunchtime, a delicious addition to a picnic spread or as a canvas for a hand-held home-cooked evening meal, such as a kebab.

Deli Kitchen Wheat & Rye Sourdough Flatbreads (RRP: £1.90) are now on sale in Tesco, Sainsbury’s, Asda and Ocado. The Deli Kitchen Sourdough Chargrilled Wraps (currently on sale at promotional price of £1.33) have also launched into Waitrose this month and are expected to then roll out across additional retailers shortly after.

UK CMO James Eid said: “We developed our sourdough range with a clear purpose: to put flavour first.  We saw shoppers were seeking something new and different in the sourdough market – however, they didn’t want to compromise on taste or integrity.

“Deli Kitchen’s Sourdough range ticks all the right boxes, with versatile formats that are real sourdough, using time as a key ingredient to ferment prior to baking. Our range will appeal to the rapidly growing number of consumers who are looking to eat wholesome, cleaner label breads that truly deliver on taste but in a convenient, easy to use format. With the increasing focus on fibre and gut health we expect the products to quickly become a favourite in supermarket shoppers’ baskets.”

¹ Worldpanel by Numerator, w/e 17 May 2026