NYT columnist rolls out direct-to-consumer bread subscription

COLD SPRING, NY. — Bittman’s, a bread company founded by New York Times columnist Mark Bittman, is rolling out a subscription service for organic whole grain sourdough bread.

Each naturally fermented loaf is fully baked and frozen at “peak freshness,” so subscribers can heat it up in minutes and at their own convenience, Bittman’s said. The initial product offerings from the subscription include 100% whole wheat boule; 50% whole wheat boule, containing 50% whole wheat flour and 50% white flour; demi baguettes (two-pack), containing 30% whole wheat flour and 70% white flour; ciabatta flats (four-pack), containing 100% whole wheat flour; focaccia, containing 100% whole wheat flour; rye loaf, containing 50% rye flour, 30% whole wheat flour and 20% white flour; cinnamon walnut raisin loaf, containing 100% whole wheat flour; corn boule, containing 50% whole wheat flour, 30% whole grain corn and 20% white flour; croissants (three-pack, available in May), containing 50% whole wheat flour and 50% white flour; and European-style pastured butter (salted and unsalted, available in May).

“Bread is one of the most misunderstood foods,” Bittman said. “For decades, it’s been overprocessed, stripped of its nutritional value, even avoided altogether; much of it lives in the same glycemic neighborhood as cake and doughnuts. We created Bittman’s to bring bread back to what it should be: organic, whole grain, naturally fermented. This is about restoring trust in one of the most fundamental foods, and making it accessible in a way that fits how people live today.”

Bittman’s bread subscription service is available on its website starting at $89 with first-box savings and comes with nationwide two-day-or-less shipping across the continental United States.