A recent blind taste test conducted by consumer organization Which? has found that supermarket own brand sourdough breads have outperformed well-known brands in terms of flavor and texture. A panel of 71 volunteers assessed various loaves, including those from Jason's and other artisanal breads, and the results revealed a surprising preference for supermarket offerings. According to the findings, the top three sourdough loaves were all from supermarkets, underscoring a shift in consumer perceptions of quality in everyday grocery items.

The standout winner of the taste test was Co-op's Irresistible Hand-Finished White Sourdough, which is priced at £2.65. This result indicates not only the improved quality of supermarket products but also the growing consumer trust in these own-label brands. The findings suggest that consumers are increasingly valuing taste and quality over brand prestige, which may lead to changes in purchasing habits as shoppers seek out affordable yet high-quality options.

This revelation comes at a time when many consumers are looking for value for money in their grocery shopping, especially in the current economic climate. As supermarkets continue to invest in their own-brand products, the competition with traditional brands could drive further improvements in quality, benefiting shoppers who are keen on both taste and affordability.