There is nothing as comforting or appetising as freshly baked bread, with the scent being voted one of the UK’s favourites.
Crafted using only the highest quality ingredients, these new luxury breads have been created using a slow dough method (typically known as sour dough) to create rich, intense flavours. During this process, the ingredients can ferment for up to 16 hours and although this may take a little longer, the wholesome, greater flavours are worth the wait...
Our Luxury collection of breads have been carefully selected, working closely with our suppliers using the best ingredients and baking methods around - creating wholesome and memorable flavours which we all love.
Neil Nugent -
Iceland Head Chef
* Blind taste test of 58 people conducted by Cambridge Market Research Ltd on 08.06.17 and 21.06.2017, in three different geographical locations, using Iceland 6 Luxury Sourdough Crumpets, £1.00 (16.7p per unit) and M&S 6 Ultimate Five Grain Crumpets, £1.00 (16.7p per unit). 79% of those surveyed thought the overall quality of Iceland's crumpets was excellent or good, with 62% rating the M&S crumpets as excellent or good. Overall quality scored by consumers after taking into account their scoring of crumpet appearance, colour, size, thickness, aroma, overall taste, strength of flavour, overall texture, freshness, inner texture and mouth feel. The survey group of consumers typically buy crumpets at least weekly or monthly from at least three different supermarkets for their grocery shopping. Products were assessed side by side, at the same time, in any order and as often as the consumers wished, to remove any bias or order (brand, price and weight only revealed at the end of the test).