Doves Farm Launches NEW Organic Oaty White Strong Bread Flour

Doves Farm, the UK’s number one organic flour brand^[i], has announced the launch of new Organic Oaty White Strong Bread Flour, a carefully balanced blend of strong white bread flour with creamy British oats, which bakes into a delicious white bread with more fibre.

Launching in July, the new flour has been developed for bakers who love a traditional white bread loaf but would like a little extra goodness in it. With 47% more fibre per 100g than a standard strong white bread flour^[ii], Doves Farm Oaty White Strong Bread flour creates loaves with a soft, creamy crumb, gentle oaty flavour, and more fibre. Organic certified and suitable for both hand baked and bread machine loaves, it offers a wholesome twist to everyday sandwiches, toast and family favourites.

The launch comes as consumers continue to bake more bread from scratch at home, with bread flour sales up 10.8%ⁱⁱⁱ. At the same time, oat-based products remain popular with shoppers thanks to their established health credentials, giving retailers a timely opportunity to add interest to the bread flour fixture.

Clare Marriage, Co-Founder of Doves Farm, said: “White bread remains a staple for many home bakers, but there is a growing appetite for options that bring a little extra goodness and flavour to everyday loaves.

“With Organic Oaty White Strong Bread Flour, we wanted to create a product that feels familiar and easy to use, while offering the extra goodness and flavour that oats can bring to bread. It also gives retailers a strong opportunity to offer something new within a well-loved baking staple.”

Product Availability:

• Available in 1.5kg packs from Suma, Essential Trading, Infinity Foods, CLF, CN Foods and www.dovesfarm.co.uk now with a trade price of £12.75/case or £2.55/unit (MRSP £3.40)