BERTINET Bakery is launching its category-first softer ‘sandwich-friendly’ sliced clean sourdough nationally across Sainsbury’s, as part of the retailer’s Future Brands Program.

Following a successful launch into Waitrose a couple of years ago and Ocado earlier this year, the authentic sourdough bread brand is rolling its NEW next generation White, Malted Wheat and Seeded Sliced loaves, in 500g formats across Sainsbury’s stores nation-wide on 30th June.

The launch is part of the Bertinet Bakery strategy to open up the gut-health and foodie credentials of sourdough for mainstream consumers, offering a healthy, all-natural bread, in a more accessible, everyday format that stays ‘more delicious for longer’ – WITHOUT additives or preservatives.

The new Bertinet Bakery sliced sourdough loaves have been expertly crafted using revolutionary new baking methods, with just flour, water and sea salt, to ensure premium quality taste and a clean label. The brand has optimised the sourdough fermentation process to naturally enhance the prebiotics benefits, whilst using Japanese-inspired baking methods to soften the texture and extend the shelf-life without adding any further ingredients.

The range will be supported by the Sainsbury’s Future Brands Program, as well as a national multi-channel marketing campaign across Press, Digital, Social, Sampling and PR.

Sainsbury’s Future Brands Origination and Development Manager, Rebecca Miller, said: “We are really excited for Bertinet to join the Future Brands programme, offering our customers great quality artisan bread and a differentiated branded offering within Bakery”.

Bertinet Bakery Managing Director, Dean Arbel, said: “The success we have seen in Waitrose and Ocado and now launching into JS makes us all very proud and is aligned with our vison of making clean healthy sourdough breads more widely accessible and consumed by more people, not only foodies and early adopters. We are excited to work closely with the Future Brands program team on this journey”.

Visit Bertinet Bakery at

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