The rules of real bread – and 10 examples available in UK supermarkets | Reports

The Rules of Real Bread According to the Real Bread Campaign

  • Real bread can be any type of bread, but it must not contain any additives
  • It can be flat bread (without baking powder) or raised with baker’s yeast or sourdough
  • All natural ingredients such as salt, seeds, nuts, cheese, herbs and oils are allowed, provided they themselves contain no additives
  • The only exceptions are the four fortifications added to ground flour by law: calcium carbonate, iron, thiamin, and nicotinic acid or nicotinamide
  • True sourdough should only be raised using sourdough sourdough. Sourdough containing yeast or other additives is called sourfaux and is not classified as real bread
  • Gluten-free bread can be classified as real bread, as long as it does not contain additives such as baking powder or xanthan gum.

Bertinet Bakery

Bertinet Bakery started life as a pop-up above the Bath cookery school of founder Richard Bertinet, a renowned baker and campaigner for real bread. The brand now offers a range of sliced ​​sourdough breads at Waitrose and Ocado, which it claims stay “fresh longer without shelf-enhancing additives or preservatives” thanks to its “revolutionary” baking methods. Soft ‘sandwich friendly’ breads are available in seeded (rsps: £3.95/1.1kg and £2.25/550g), white and malted wheat (rsps: £3.50/1kg and £1.95/500g). The brand’s other products, such as crispy sourdough breads and foccacia, can still be bought from the bakery in Bath and are also sold in some Waitrose stores.

Waitrose n°1 sourdough

Waitrose No.1 sourdough range

Made from a 10 year old sourdough starter dough with water, salt and various flours, all of Waitrose’s No.1 sourdough range can be classed as real bread. Sliced ​​breads are available in white, spelled, wheat and rye, dark sourdough rye and wheat and sourdough malt with seeds (rsp: £1.60-£2.50/500g). The breads are flavored with natural ingredients such as salt, molasses and seeds.

Schneider Brot Whole Grain Rye Bread

Schneider Brot

German brand Schneider Brot has a few of its products stocked in UK supermarkets. Its Whole Grain Rye Bread (rsp: £1.10/500g) and Organic Sunflower Seed Rye Bread (rsp: £1.40/500g) can be found at retailers such as Waitrose, Asda and Tesco. Wheat-free breads align with Real Bread campaign guidelines, containing only flour, water, salt, sourdough, seeds and yeast.

Jasons White Sourdough Ciabattin

by Jason

While not all of Jason’s products are rated as real bread — take his Every Day White Rolls with Sourdough, which contain ascorbic acid-treated flour — the brand does have a handful of compliant products stocked in the supermarkets. Its Ciabattin White and Grains & Seeds breads (rsp: £1.80 / 580g) are stocked at Waitrose and Ocado, while Tesco and Ocado also offer its The Great White and Superb Sprouted Grains sourdough (rsp: £1.80 / 450g).

Crosta & Mollica

A trio of products from the Italian brand Crosta & Mollica join the ranks of real bread thanks to their simple and authentic recipes. The first is their Pane Pugliese (rsp: £1.80/400g), which contains only Italian durum wheat flour, water, yeast and salt. This Italian ‘toast’ can be found at Sainsbury’s, Waitrose and Ocado alongside Crosta & Mollica’s Piadina flatbreads, which come in a range of varieties (rsp: £1.90/300g). Finally, the brand’s Focaccia Panini, made with flour, water, yeast, salt and extra virgin olive oil, is available at Waitrose (rsp: £1.52/2x80g).

Celtic bakers

Based in Tottenham, North London, Celtic Bakers is a wholesale organic bakery supplying real bread, cakes and pastries to various restaurants in the capital. Alongside its catering business, the bakery offers a range of sourdoughs through retailers such as Whole Foods Market, Planet Organic and Ocado, which offers its White, Spelt, Multiseed and Vermont half-oval loaves (rsp: £2.30 to £2.90/500g).

Biona Bio

Organic brand Biona has a range of five rye breads, as well as a Pumpernickel bread, stocked at Ocado, all of which are graded as real bread (rsp: £2.30-£2.35/500g). Made from whole rye flour, water, sourdough and salt, the various wheat-free breads are enriched with ingredients such as sunflower seeds, sprouted seeds and sugar beet syrup.



Founded in Paris in 1932, Poilâne now has four bakeries in the French capital as well as a site in Belgravia, London. The traditional company still follows recipes and practices passed down through three generations of bakers, including a slow fermentation process for its sourdough. Poilâne’s products can be purchased from its online store as well as from Ocado, which offers its sliced ​​sourdough bread (rsp: £3/450g) and sliced ​​rye bread (rsp: £4.95/900 g).

Artisan Bread Co Flatbreads

The Artisan Bread Company

The Real Bread campaign makes it clear that the words “craft” or “artisan” on packaging do not always guarantee that a product is real bread. However, this flatbread duo from Italian brand The Artisan Bread Co does the trick. Made from flour, olive oil, sea salt and yeast with natural ingredients for flavouring, the loaves can be found at Tesco in Black Olive and Chili & Garlic variants (rsp: £1.60 / 75g).


modern baker

‘Smart bread’ may sound high-tech, but Modern Baker’s Superloaf (rsp: £2.50/800g), launched exclusively on Amazon Fresh last year, keeps things simple when it comes to ingredients. Designed to support gut health, the low calorie bread is made with all-natural ingredients including flour, water, sourdough, yeast and a variety of seeds, as well as salt, kelp and apple cider vinegar for flavoring. Modern Baker also offers a trio of sourdoughs, which are also classified as real bread. Super Spelt, Social Charcoal and Seedy Seedy breads are stocked at Ocado (rsp: £5/600g).

About Shirley L. Kreger

Check Also

Examples of Good Retail Customer Service

It’s a known fact that retail businesses must provide excellent customer service to be successful. …