Stop ‘wheatever’ you’re doing – Waitrose has broadened its bread offer with a delicious new loaf made with flour grown using regenerative farming practices. Not only adding to our Bakery’s collection of fresh doughy goodness, the launch is another product produced from our very own farm on the Leckford Estate in Hampshire.
The Waitrose Leckford Farmhouse Loaf (£2.50) is baked in store each morning for a loaf that’s crusty on the outside and soft inside – perfect for food lovers who enjoy a delicious sandwich or perfect piece of hot buttery toast – and is now available in 249 of our shops and online at Waitrose.com.
Bread is a consistent trend, with #toast gaining 4 million views on TikTok in the UK in the last 7 days alone. The modest sandwich is also having a moment – with the tag ‘Sandwiches’ on TikTok having over 259m posts, and searches on Waitrose.com for our Chicken Swiss Cheese Toastie recipe and Burrata Mortadella Pesto Focaccia recipe up 229% and 98% respectively in comparison to last year. With the launch of the new Leckford Loaf, customers can get creative in the kitchen at lunchtime.
James Kingham, Technical Innovation Manager at Waitrose said: “Lovingly crafted using flour from our own farm in Hampshire, the wheat has been farmed using regenerative methods. This loaf is good for the planet as well as for breakfast!
Our Farmhouse loaf is perfect for that weekend brunch, loaded with flavourful avocado or simply served alongside a delicious soup.”
To celebrate the launch, Will Torrent, Senior Brand Development Chef at Waitrose, created a classic bacon and egg toasted sandwich, using Waitrose Duchy Organic Free Range Bacon and Duchy Organic Free Range Eggs – bringing together both our No.1* animal welfare standards as well as nature-friendly farmed ingredients.
As the only UK supermarket owned farm producing fresh local produce, the Leckford Estate in Hampshire has been farming regeneratively since 2020, and commits to embracing a farming system that produces high quality food that is kinder to the environment. This includes protecting soil, conserving water and enhancing nature – all of which play a vital part in the new Leckford Loaf.
Andrew Hoad, Head of the Leckford Estate, said: “We are really proud of the launch of the Leckford Farmhouse Loaf. Not only does the bread taste absolutely delicious, but it also represents the ambitious nature-friendly farming methods that Leckford has been practising for the last four years. We are mindful of the way in which we grow our crops on the estate, and we have been farming to regenerative principles – protecting the soil, saving water and enhancing biodiversity. Waitrose is the only supermarket to own a farm, and we want to showcase that food that is good for the environment can also be incredibly good for our customers too.”
As well as the wheat which produces the Leckford Loaf flour, the farm grows apples, pears, grapes and rapeseed. These all form part of the delicious range of Leckford products; including apple juice, cider, sparkling wine from the vineyard, and cold pressed rapeseed oil. As well as fresh produce, Leckford has a cattle herd which has 30% more space than the Red Tractor Standard.
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