Oh Dough They Didn't 🥖

Are you bready for it?

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It’s started and it can’t be stopped.

When Taylor Swift confessed on the New Heights podcast that sourdough baking has “taken over her life,” it was clear that the pandemic’s favorite DIY project has leveled up. She’s gifting blueberry lemon and cinnamon swirl loaves to Selena Gomez and swapping notes in sourdough blogs. Fans are already manifesting a Swift cookbook.

Although the sourdough craze didn’t start with Taylor, she definitely showed the trend was on a roll. When Swift dropped her album news alongside her bread confession, brands wasted no time.

Panera rolled out a “Loaf Story Meal” with Easter egg pricing, plus “In My Sourdough Era” merch that sold out overnight. In January, ABC News predicted sourdough would move beyond baking at home to the mainstream and now we’re seeing a full-on retail and restaurant boom with frozen starter kits, sourdough pizza crusts and “better-for-you” branding that we’re actually buying.

Are you bready for it? Here are a few places we’re seeing the trend on the rise: