LEON rolls out 62 new Sainsbury’s in-store bakeries


Naturally Fast Food brand LEON has announced the rollout into 62 extra Sainsbury’s in-store bakeries, whilst also launching a brand new addition to the range, the Brown Seeded Sourdough, which will be available exclusively at Sainsbury’s supermarket stores. 

Expanding from 32 to 94 sites, the LEON Sourdough range will now roll-out across 62 extra Sainsbury’s bakery departments, allowing even more customers to enjoy LEON at Home. The current range features, The Superwhite Sourdough, the best-selling product for LEON’s restaurant-shops during the COVID-19 crisis. Charged with barley and rye, it’s soft and light with a crisp crust. And secondly, the LEON Quinoa Sourdough loaf made with white quinoa, linseeds, and soya beans to add texture, along with a source a fibre and protein.   

In addition to the rollout in in-store bakeries, LEON is expanding its sourdough range with the new Multigrain Seeded Sourdough, available in 94 Sainsbury’s supermarket stores from 11th August. Say I dough to LEON’s latest sourdough bread; a mild loaf combining rye and malt flour to create a slightly sweet, nutty loaf with a mild tangy taste, due to its sourdough beginnings.

The new Multigrain Seeded Sourdough is supercharged with golden and dark linseeds and pumpkin seeds to give it that extra bite. Continuing LEON’s love affair with plants, the bread has 7% of courgette baked right into the dough to keep the loaf moist. LEON has also used its 15-year-old mother starter and fermented it for 20 hours, as done with all of its loaves.

This new multigrain, Brown Seeded Sourdough joins the ever-expanding range of LEON products at Sainsbury’s, with the brand recently launching its most-loved Gluten Free Chicken Nuggets, its famous crisscut, lightly seasoned and naturally gluten-free Waffle Fries and vegan sauces; LOVe Burger Sauce, Korean Chilli Mayo and the delicious Sundried Tomato & Harissa Aioli. 

Charlotte Di Cello, chief commercial officer and MD of Leon Grocery, said: “We’re excited to be rolling out across an extra 62 in-store bakeries within Sainsbury’s stores. It’s been our mission to make food that tastes and does good, more widely available and this expansion will allow even more customers to access LEON’s delicious bakery products – a staple for everyone’s table.”

The bakery in-store rollout began on 11 August coinciding with the new LEON Brown Seeded Sourdough bread launch, available exclusively in Sainsbury’s stores for £2.85.