Ben Williams
There’s something uniquely British about our love of a good dupe.
Whether it’s beauty, fashion, or food, finding a product that matches a cult favorite for a fraction of the price has become a national pastime.
A ‘dupe’, short for duplicate, isn’t a copy in name, but it promises the same feel, flavour or finish without the luxury label. It’s the quiet thrill of discovering that what was once a special treat can now live permanently in your weekly shop.
So when Aldi, the supermarket known for mastering the art of the dupe, posted a new loaf of bread on Instagram, it was only a matter of time before shoppers took notice.
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That’s from users expressing ‘Finally’ with pairs of loveheart emojis, other shoppers going: “Exactly what we’ve all been waiting for! Thank you Aldi!!”
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The caption for the post around the product itself was understated, with the retailer revealing: “Our NEW Specially Selected Toasting Loaf is pure sourdough heaven. Soft, chewy and waiting to be smothered in far too much butter.”
Priced at £1.59, it was described as an everyday indulgence, but fans immediately spotted something familiar.
One user wrote: “Oh wow is that a dupe of Jason’s! Please respond aldi! You may done your best product of the year 🙌,” summing up what hundreds were already thinking.
Jason’s Sourdough, and particularly its White Ciabattin loaf, has become a UK bakery icon, known for its chewy crumb, tangy flavour and traditional starter culture.
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The comparisons quickly multiplied, with one shopper claiming: “Tastes just as good if not better than Jason’s and cheaper too!”
Comments poured in celebrating the find.
One fan responded: “Right. This is what the people needed.” Meanwhile, another added: “I'm very happy.”
Some were calling it Aldi’s ‘best product of the year’ within days of it landing on shelves.
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Not everyone on the social media platform was convinced, though.
A steady stream of replies asked for transparency: “Can you post the ingredients please?” and “Is it real sourdough made with a sourdough starter, or fermented wheat?”
Several tagged the Real Bread Campaign, asking whether the loaf was authentic or ‘sourfaux'.
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Jason’s original Ciabattin is made with just flour, water, salt, and fermented wheat flour, with no yeast or preservatives. Aldi has yet to share its full ingredients list, but early buyers seem unfazed. One shopper said: “Tried this last week, tastes amazing.”
At £1.59 for 500g, Aldi’s new version of the sourdough loaf does indeed present a strong saving compared to Jason’s White Ciabattin.
Currently available at other major UK retailers outside of Aldi, the Jason’s Sourdough original currently costs £2.10 at Sainsbury’s, £2.15 at Tesco, £2.15 at Morrisons, £2.25 at Waitrose, and £3.30 at Ocado.
So, while Aldi’s dupe toasting loaf is around 14% smaller than Jason’s White Ciabattin, you’ll be saving up to 52% in money spent on your sourdough fix.