Sainsbury's Bakery Sensation: The Bombay Potato Boule Takes Over TikTok
Sainsbury's is once again at the centre of a social media frenzy, but this time it's not about chocolate. Shoppers are losing their minds over a savoury bakery item that's being hailed as a culinary masterpiece: the Taste the Difference Bombay Potato Boule.
Priced at just £2.30, this uniquely spiced bread has become the latest obsession on platforms like TikTok, with foodies and casual shoppers alike praising its innovative flavour profile.
What Is This Viral Bakery Item?
So, what exactly is causing all the excitement? The Bombay Potato Boule is a lightly curry spiced bread packed with pieces of potato, dried apricot, dried onion, and onion seeds. It offers a perfect balance of savoury and slightly sweet notes, making it a versatile addition to any meal.
Interestingly, this isn't a brand-new product. A Sainsbury's spokesperson confirmed the boule first appeared on shelves in June 2024. However, it seems to have recently returned from a brief hiatus, leading many to believe it's a new launch and sparking its current wave of popularity.
One TikTok user, @mikaelalouisee, shared her discovery, prompting comments like "Oh my god it’s back" from user @bethfrsmith.
Shoppers and Influencers Are Raving
The reviews on Sainsbury's own website tell a story of unanimous approval. Customer Angej wrote, "I bought this last week and wasn’t quite sure what to expect... in the end we tried it toasted with butter – absolutely delicious, it’s different and very tasty, will definitely be buying again."
Another shopper echoed this sentiment, stating, "Absolutely adored the Bombay bread. Will definitely buy it again if I manage to get to the shop before everyone else discovers it!" This sense of needing to buy it before it sells out is a common theme.
Even prominent food TikToker @eatswithalia, who has a significant influence in making products go viral, gave the bread her seal of approval. Despite having a current grievance with Sainsbury's over the use of her content without credit, she called the boule ‘banging,’ ‘amazing’ and ‘a smart idea.’
She made a point to praise the supermarket's food development team, saying, "The people that come up with these ideas – I love you guys, you guys are geniuses."
How to Enjoy Your Bombay Boule
If you're lucky enough to find this sought-after loaf, the big question is how to eat it. While delicious simply toasted and slathered with butter, foodies online have championed a specific pairing: mango chutney. The sweet and tangy flavour of the chutney is said to complement the curry spices in the bread perfectly.
This viral moment for Sainsbury's highlights the growing power of social media in shaping food trends and puts a well-deserved spotlight on the innovation happening within UK supermarket bakery aisles.
