The Prince of Wales' organic food brand Duchy Originals has added a ready to bake mild sourdough loaf to its range. The new addition is handmade by craft baker La Fornaia and will be launched initially through Sainsburys. Duchy Originals says the sourdough loaf (rsp £1.10 for 400g) was developed in a bid to rival the market position of the ubiquitous ciabatta. Belinda Gooding, md of Duchy Originals, said: "As British people are seldom familiar with the bitter taste of the rye flour used in sour dough we have changed the recipe to create a milder taste." Sourdough bread, which is popular on the continent and America, is traditionally made over a two day period. Duchy Originals will roll the new product out to major multiples Tesco, Safeway, M&S, Waitrose after the Sainsbury's launch. The £8m brand positions itself as the first player and leader in the £20m speciality organics bread market. {{P&P }}

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