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Midwest Supermarket Chain Hy-Vee Has Success Selling Sourdough Breads

May 30, 2018: 12:00 AM EST

A Hy-Vee supermarket in Urbandale, Ill., sells about 400 half- and full-loaves of sourdough bread every week in four varieties: regular, roasted garlic, rye, and jalapeño-cheddar. The volume sold makes sourdough one of the most popular breads at the store and inspired the store manager to sell sourdough rolls. The Hy-Vee experience is an example of a trend among supermarkets to offer more natural, preservative-free breads. Authentic sourdough is made with only flour, water, and salt, and no other additives or preservatives. According to Mintel, sourdough bread is also a facet of another growing food trend: fermented foods such as sauerkraut, kimchi, and kombucha.  About 50 Hy-Vee stores in the Midwest were taught how to make sourdough starter, and now bake the loaves on a regular basis.[Image Credit: © Hy-Vee]

Carol Angrisani, "Sweet sales for sourdough", Supermarket News, May 30, 2018, © Informa USA, Inc
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