Britain’s Best Loaf 2022: Kudos, glory and multiple business benefits up for grabs

The competition is open to professional bakers, who are encouraged to enter their creations in six categories:

• Gluten free
• Innovation
• Plain sourdough
• Sourdough with other ingredients
• White
• Wholegrain

Bakers can enter as many categories as they’d like, but there is a limit of five entries per category. There is a cost of £25 + VAT per product entered.

Every loaf entered will be put through its paces by a panel of industry experts and scored on external appearance, internal structure, aroma and taste – not ignoring that important intriguing backstory.

Winners will be chosen in each of the categories, before going head to head on 25 April at the Farm Shop and Deli Show being held at NEC Birmingham to single out the ultimate champion.

Create a real buzz

If you think you have a standout creation that rivals last year’s winner – a Prune & Cardamom Sourdough from Bristol-based Joe’s Bakery – kudos, publicity, marketing opportunities, peer approval and new customers are all yours for the taking.

“A lot of our customers expanded what they bought,” shop manager Jenny Rogers told British Baker.

“We had some really big posters made and we put them up in our shops and in the windows, and so we had a lot of customers try something they wouldn’t normally buy because of that.”

Similarly, Glasgow’s Beefcake Café also reported a delightful boost, following its win with its Glasgow Sourdough in the Plain Sourdough category last year.

“The win really helped pick up trade, attracting new customers, who not only bought our bread but also tried our other products. It created a real buzz amongst the local community and local businesses,” said co-owner Catriona Savage.

Deadline for entries is Monday 21 March, which can be done on Britain's Best Loaf dedicated website.

We chat to Amy North, editor of British Baker, to find out more about the competition, along with her insight into the UK’s bread industry and the trends expected to pop in 2022.