Mad about bread


The general public has created a demand for Artisan bread as they are now hungry for what they call proper bread. As a nation more people are becoming health conscious wanting to know where they food comes from and more importantly what is inside.

Artisan bread is changing the way we shop on the high street The Artisan bread culture is the general public’s demand for good old fashion fresh bread has caused us to see a rise in bakeries opening up on our high streets we have even seen many large supermarkets with specialised bakeries.

A few years ago if you wanted a fresh loaf of bread we would have to visit a delicatessen or a specialised bakery. As more and more people are placing more emphasis on healthy eating many more of us are wanting to eat from artisan suppliers.

Renowned bread guru Éric Kayser says: “People today are seeking authenticity in all kinds of things. And what could be better than bread, when it is made honestly, with no trickery or artifice, to convey this feeling of authenticity?”( 2015 Independent Kayser)


More of us are baking in our homes. The interest in making our own bread is growing as more and more as the public discover they are suffering from various allergies and food intolerance’s many have decided to make their own bread from as they are able to ensure what ingredients is in the finished product, however many have begun to find great pleasure in making a loaf of bread from scratch.

The value of Artisan Bread to the UK Market. Has become on lucrative industry. It has become a lifestyle food trend, the Artisan bread culture has become as popular as the Coffee culture we now have nearly as many Specialised Artisan bakeries on our high streets as well as our high street supermarkets.

The reason for this stems from a variety of reasons factors such as size and/or scope of the market, statistics issues such as: and growth trend, social influences, geo-cultural, dietary considerations, targets, seasonality and sustainability.


The newest growth trend in the artisan world is Sour Dough Starters, we are beginning to love them so much so that there are now establishments where you can leave your sour dough starter to be looked after if you go away.

Dietary Considerations to an Artisan loaf of bread are considerable, by using just four main ingredients (water, salt, flour, and starter) can be an extremely rewarding experience.

Sour dough is created by creating a wild yeast bacteria and long fermentation, this allows for a fuller more distinct flavour alongside a more digestible longer lasting loaves of bread. Numerous studies have provided us with information that shows wild yeast can reduce blood sugar levels and reduce the chances of Irritable Bowel Syndrome. The rise in food intolerance’s has also made the artisan loaf popular.


General statistics show that London alone has seen artisan bakeries advancing very fast they may soon even overtake the local coffee shops. At present The Real bread campaign have more than 2,000 independent bakeries registered.

Chris Young of the Real Bread Campaign confirms: “While sales of white sliced breads continue to decline [according to The Grocer, the combined sales of the UK’s three biggest brands have dropped by £120m in a year], Real Bread is on the rise. Since 2008, more than 650 Real Bread bakeries have added their loaves to the Real Bread campaign map.”

(Young 2015 Grocer)

it is clear that as a nation what foods we consume where they come from and how they are made is extremely important. With a rise in food intolerance’s obesity as well as health issues now more than ever people are dissecting the ingredients in their food.

Artisan bakeries are popping up on our high streets and a considerable rate as well in our supermarkets. In the UK there are now 2,000 Independent bakeries with new ones opening on a regular basis.

With cookery programmes on the rise famous chefs promoting cooking from scratch, superfoods alongside the new-found revival of ancient grains Artisan bread is definitely part of a new food trend

Essential reading

Bertinet, R. (2005) Dough. London: Kyle Cathie Limited  Campbell, Foskett, Rippington and Paskins (2012) Practical Cookery; For NVQ and Apprenticeship  Figoni, P. (2008) How Baking Works, exploring the fundamentals of baking science.  McGee, H.(2004) On Food and Cooking  Suas, M. (2008) Advanced Bread and Pastry  Whitley, A. (2009) Bread Matters


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