UK-based flatbread brand Deli Kitchen has launched two new lines to meet the rising demand for interest in sourdough.

The brand launch two new variants. Real Wheat & Rye Sourdough Flatbreads and Sourdough Chargrilled Wraps, which are free from artificial preservatives and crafted from active durum wheat sourdough.

The new Wheat & Rye Sourdough Flatbreads are available across major retailers Tesco, Sainsbury’s, Asda and Ocado for £1.90 each.

Deli Kitchen’s sourdough chargrilled wraps have also been stocked at Waitrose this month and are expected to expand to other retailers shortly.

The brand aims to boost sales and attract new consumers through innovative formats that are not a traditional loaf.

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The practical formats were designed for shoppers to consume over several occasions, including a lunchtime meal, picnic spreads and home-cooked meals.

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.”

According to the business, sourdough now has 71.9 per cent penetration with value at 61.5 per cent compared to 2025.