Competitor Analysis

Artisan bakery price benchmarking · data scraped 8 Jun 2026, 03:01

Reading this table

WHB WS = wholesale trade price. Competitor = retail DTC price. Different buyer types.
Each row = one size. Competitors only share a row with WHB when their weight matches.
wt not listed = weight absent from competitor site, placed on its own row.
Gray rows = competitor size we do not make or could not confirm against WHB.
% markup shown only when WHB WS and competitor are on the same size row.
WHB Shop column pending — price list not yet provided.

		WHB own pricing		Competitor retail (DTC)
Product	Size	Wholesaletrade price	Shop retailpending	Company BakeryEdinburgh · retail	Flint OwlLewes · retail	FornGlasgow · retail	Hobbs HouseChipping Sodbury · retail
Pastries
Plain croissantcroiss	per item	£2.12wholesale	—	—	£3.00retail Plain Croissant +42% above WHB WS	—	—
Almond croissantalmcroiss	per item	£2.67wholesale	—	—	£3.80retail Almond Croissant +42% above WHB WS	—	—
Pain au chocolatpchoc	per item	£2.67wholesale	—	—	£3.30retail Chocolate Croissant +24% above WHB WS	—	—
Cinnamon scrollcinnscroll	per item	£2.67wholesale	—	—	£3.50retail Cinnamon Bun +31% above WHB WS	—	—
White sourdough
White sourdoughws450	450g	£2.99wholesale	—	—	—	—	—
White sourdough	wt not listed	—	—	—	—	£3.00retail Country Sourdough Small style differs	—
White sourdoughws630	630g	£3.41wholesale	—	—	—	—	—
White sourdough	800g	—	—	—	£4.50retail White Sourdough Large Round	—	—
White sourdough	wt not listed	—	—	—	—	£4.00retail Country Sourdough Big loaf	—
White sourdough tinws1000tin	1000g	£5.32wholesale	—	—	£4.95retail Country Sourdough Large Bloomer style differs -7% above WHB WS	—	—
White sourdough tin	wt not listed	—	—	£7.50retail White Sourdough Family sliced	—	—	£5.20retail Organic Wild White Sourdough
Country & rye
Country roundrfc630rnd	630g	£3.59wholesale	—	—	—	—	—
Country round	1000g	—	—	—	£4.95retail Country Brown Sourdough	—	—
Country round	wt not listed	—	—	—	—	£4.00retail Country Sourdough Big loaf	—
Country longrfc630long	630g	£3.59wholesale	—	—	—	—	—
Country long	1000g	—	—	—	£4.95retail Country Sourdough Large Bloomer	—	—
Swiss ryeswissrye800	800g	£4.09wholesale	—	—	—	—	—
Swiss rye	wt not listed	—	—	£4.50retail Rye Multiseed multiseed blend	£4.40retail Dark Rye Sourdough Tin	—	£4.90retail Organic Light Rye Sourdough
Seeded & specialty
Seeded sourdoughseed630	630g	£3.77wholesale	—	—	—	—	—
Seeded sourdough	800g	—	—	—	£4.80retail Seeded Sourdough	—	—
Seeded sourdough	wt not listed	—	—	—	—	—	£4.45retail Organic Seeded Sourdough
Wholemealww650	650g	£3.59wholesale	—	—	—	—	—
Wholemeal	wt not listed	—	—	—	£4.30retail Brown Bloomer style differs	—	£4.50retail Organic Wholemeal Unsliced
Oat & porridgeOatpor650	650g	£3.97wholesale	—	—	—	—	—
Oat & porridge	wt not listed	—	—	—	—	—	£3.50retail Organic Malted Oat
Fruit loafFruit700	700g	£5.02wholesale	—	—	—	—	—
Fruit loaf	wt not listed	—	—	—	—	—	£4.20retail Fig Loaf fig only vs mixed fruit
Ciabatta & flatbread
CiabattaCiab	per item	£2.39wholesale	—	£6.50retail Ciabatta loaf likely larger +172% above WHB WS	£3.95retail Ciabatta Loaf +65% above WHB WS	—	—
Focaccia (full tray)foca	per item	£19.68wholesale	—	—	—	£10.00retail Focaccia big slap single piece not full tray -49% above WHB WS	—

WHB WS prices from JC Price Review xlsx, verified June 2026. Competitor prices scraped 8 Jun 2026, 03:01. Re-run: node scripts/scrape-competitor-prices.mjs --force

Raw scrape data (12 bakeries)

Bakery	Location	Model	Products	Source
Wild Hearth Bakery	Comrie, Scotland	stockist wholesale + co-ops + retail	£1.80Baguette £2.10Ciabatta £4.50Miche (Rustic French Country) £4.95Seriously Fruit and Sesame Loaf	tier 2verify Retail prices at Provender Brown (Perth). Not WHB's own prices.
Company Bakery	Edinburgh	DTC wholesale + retail	£3.30Sourdough Baguette £4.50Morning Rolls £4.50Rye Multiseed £5.00Sourdough rye crackers £6.50Ciabatta loaf £7.50White Sourdough Family — White family £7.50Signature Sourdough Family — Signature Family £8.00Almond croissant spread £8.00Different Breads Every Week — Different breads every week £8.60White Sourdough Family — Sliced white family £8.60Signature Sourdough Family — Sliced signature family £9.20Different Breads Every Week — Different breads every week sliced £18.00Signature loaf cap — Washed grey £18.00Signature loaf cap — Washed green £29.00Bread bags — Loaf £29.00Bread bags — Company Bakery Logo	tier 1verify VAT incl. Bread zero-rated; pastries may carry 20% VAT.
Breadshare	Edinburgh	DTC community subscription + retail	—	not foundverify Non-profit pricing. VAT incl, bread zero-rated.
e5 Bakehouse	Hackney, London	DTC wholesale + retail + school	—	not foundverify VAT incl. Bread zero-rated.
The Dusty Knuckle	Dalston, London	DTC wholesale + retail	—	not foundverify VAT incl. Bread zero-rated.
The Baker's Art	South London	B2B wholesale only	—	wholesale onlyverify B2B wholesale. Prices likely VAT excl.
Hobbs House Bakery	Chipping Sodbury	DTC wholesale + retail	£2.65Harvest Loaf (Sliced) £3.406x Ultimate Finger Rolls £3.406x Ultimate Burger Buns £3.50Organic Malted Oat £3.90Sherston — Sliced £3.90Sherston — Unsliced £4.20Fig Loaf £4.35Six Seed Malted £4.45Severn Seeds — Unsliced £4.45Severn Seeds — Sliced £4.45Organic Seeded Sourdough £4.50Organic Wholemeal — Unsliced £4.50Organic Wholemeal — Sliced £4.656x Wild Buns £4.90Organic Light Rye Sourdough £4.95Organic Turmeric & Chilli Sourdough £5.20Organic Wild White Sourdough £5.25GiFt Gluten Free Bread £5.30Organic Spelt Loaf £5.35Organic 5 Seed Spelt £5.95St Martin Sourdough — Unsliced £5.95St Martin Sourdough — Sliced £7.00'Spread a Little Loaf' Cotton Bread Bag £8.99Do Sourdough: Slow Bread for Busy Lives (Paperback) £11.25Bread Tin — Small £12.50Bread Tin — Large £13.60Bread Bin Essentials £17.50Sourdough Starter £19.65Sliced Bread Box £24.00All Butter Croissants x16 £24.00Sourdough Pizza Dough x16 £25.00Wholemeal Flour 16kg £27.30Bestsellers Bread Box £44.25Sourdough Baking Kit	tier 1verify VAT incl. Bread zero-rated.
Forn Bakery	Glasgow	DTC retail	£2.00Sourdough focaccia — Focaccia with italian herbs £2.50Sourdough focaccia — Focaccia with spanish olives £3.00Country Sourdough — Small loaf sourdough £3.00Wild Sourdough — Small sourdough loaf £4.00Country Sourdough — Big loaf sourdough £4.00Wild Sourdough — Big sourdough loaf £4.50White sandwich loaf £10.00Sourdough focaccia — Focaccia big slap	tier 1verify VAT incl. Bread zero-rated.
Flint Owl Bakery	Lewes, East Sussex	DTC wholesale + cafe + retail	£2.95Baguette £3.00Plain Croissant £3.30Chocolate Croissant £3.50Cinnamon Bun £3.80Almond Croissant £3.95Ciabatta Loaf - 450g £4.30Brown Bloomer £4.30White Bloomer - 800g £4.40Millers Wheat & Rye - 800g £4.40Dark Rye Sourdough Tin £4.50Brown Sourdough Large Round - 800g £4.50White Sourdough Large Round - 800g £4.80Seeded Sourdough - 800g £4.80Rosemary & Sea Salt Sourdough - 800g £4.95Country Brown Sourdough - 1KG £4.95Country Sourdough Large Bloomer - 1KG £5.95Savoury Tartlet £14.50Carrot Cake Loaf £14.95Vegan Chocolate Banana Loaf £34.00Vegetable Quiche (28cm) £34.00Classic Quiche Lorraine (28 cm)	tier 1verify VAT incl. Bread zero-rated; croissants/pastries standard-rated.
Baltic Bakehouse	Liverpool	DTC wholesale + retail	—	no website Walk-in retail only. No online prices.
The Handmade Bakery	Slaithwaite, Yorkshire	DTC co-operative + retail	—	not foundverify VAT incl. Bread zero-rated.
Margot Bakery	East Finchley, London	DTC retail	—	not foundverify Walk-in retail. Online prices may not be published.