Good In Bread

Good In Bread: artisan sourdough bread with home delivery across Great Britain

Good In Bread is a British company founded in 2020 by Emily Caron that makes artisan sourdough bread and delivers it to your door, either by subscription or as a one-off purchase. The company presents itself as a service that brings freshly baked bread to the customer's door, with the option to adjust, skip or cancel your order at any time.

Bakery and pantry products

The online shop's range includes sourdough breads, bagels, buns, pastries and a pantry section with drinks and deli products. Highlights include the 'Loaf Of The Week', the 'Stoneground' sourdough (no folic acid), the 'White Country', the 'Wholewheat' and the 'Seeded', all priced from £5.00. There are also 'Loaf Cuff' bagels in plain and assorted versions, 'Ciabattine' rolls in sets of four, 'Loaf Handles' brioche and 'Golden Glow' cinnamon honey butter. The pantry section is completed with drinks and deli products, and there is a freezer-ready category.

How the subscription service works

The service lets you build a personalised bundle with your favourite products, choose between a one-off purchase or a subscription with 30% off your first three deliveries, and select the frequency, day and delivery timeslot. The company delivers across Great Britain from Tuesday to Saturday. Subscription orders over £15 and one-time purchase orders over £30 qualify for free shipping. The site stated that delivery charges are calculated at checkout.

Baking and product philosophy

The breads are made by The Snapery, an independent artisan bakery in east London, which uses Wildfarmed flours, natural sourdough starters and slow fermentation processes. The company maintains that this method produces lower gluten levels than industrial bread and argues that authentic sourdough bread can be good for both the palate and the body. The range also includes a bake-at-home line aimed at enthusiasts.

Founder's background and journey

Emily Caron, founder of Good In Bread, was born in Brittany (France) and grew up in an environment where bread was central to family life. Her father built a company in the French food sector dedicated to making madeleines, brioches, crêpes and other Breton pastries. After nine years in the music industry, Caron trained at Le Cordon Bleu London and began to take an interest in sourdough. Based in London and a mother of three, she founded the company in 2020 to make quality artisan bread more accessible in the city. The company says its team delivers sourdough five days a week.

Shipping and coverage

Good In Bread delivers across Great Britain from Tuesday to Saturday. The site offers a delivery information page where you can check the exact coverage. The company also sells baking products and utensils, such as a set of four ceramic scalloped bread plates.