The popularity of sourdough bread has increased, however, traditional methods and ingredients may not always be used. This study compared the Australian bread category (October 2019 and 2021), examining nutrition and health issues with a specific focus on sourdough products. Data from Sydney supermarkets (Aldi, Coles, IGA, Woolworths) and a bakery franchise (Bakers Delight) collected ingredients, nutrition information and on-pack claims. Product numbers increased 20% between time points (n = 669 v n = 800), led by flatbread (+100%). Sourdough (14%) grew +50% ahead of traditional white wheat (+35%), gluten-free (+12%), wholemeal (+5%) and multigrain bread (-31%). Half of all products (n = 408) met the Healthy Food Partnership sodium reformulation targets. Fermentation claims increased by 86% although products included non-traditional ingredients. Whole grain varieties (25%) remain the most nutritious choice within the category. Without a definition, fermentation claims may distract consumers, creating a "health halo" for sourdough products although health benefits are yet to be substantiated.
Keywords: Sourdough; bread; claims; dietary fibre; fermentation; whole grain.