Wildfarmed’s crumpets have launched at Waitrose stores across the country and on Ocado’s website as the brand expands its retail presence.

The crumpets are created using regenerative farmed wheat, which is grown in a way that allows for nature-recovery and minimises environmental impact.

Andy Thomas, head of grocery at Wildfarmed said: “We are incredibly excited to be taking our first step into the morning goods category with the launch of our new Regenerative Crumpets, made with fully traceable regenerative flour, which supports British farmers.

“We called on our experience, knowledge and friends in the baking community to create the most premium, artisan-inspired crumpet, I cannot wait to see these regenerative crumpets out in the wild.”

The products were made to offer a premium version of the British classic, which is offered in a pack of four.

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Wildfarmed co-founder Edd Lees, Wildfarmed said: “Launching our Regenerative Crumpets is the latest milestone for what has been a huge year for Wildfarmed, where we continue to bring better food, produced from better farms, onto the high street, giving customers an everyday choice of traceable food from nature rich landscapes.”

The products align with Waitrose’s mission to back products sourced from sustainable British farmers.