Rustik Oven rolls out artisan-quality sourdough bagels

IRVING, TEXAS — Bimbo Bakeries USA (BBU) has rolled out a new line of artisan-style sourdough bagels under its The Rustik Oven brand nationwide.

Irving-based BBU said the new Rustik Oven bagels are made using a signature process that includes 12-hour fermentation and slow baking, bringing the taste and texture of artisan-quality bread with the convenience of packaged bread. The product comes in three varieties: sourdough, hearty grains and seeds, and lemon blueberry.

BBU noted that sourdough has been one of the fastest-growing trends in the bakery aisle, driven by consumer demand for artisan-style products. The company said that, according to “The Hottest Bakery Trends for 2026” report from Puratos, 70% of consumers said sourdough enhances the flavor of bread.

The Rustik Oven bagels, which began hitting stores in July, are now available at Kroger, Walmart and other major retailers across the country in four-count packages for a suggested retail price of $6.19.

BBU said the launch comes as The Rustik Oven introduces its new campaign, “The Bread You’d Make If You Made Bread,” which focuses on delivering the quality of craft-made bread without the time and effort of making them from scratch.

“Consumers increasingly want great-tasting foods that bring something special to everyday meals, but that doesn’t mean they always have hours to spend in the kitchen,” said Mollie Crudden, senior director marketing for the artisan portfolio at Bimbo Bakeries USA. “At The Rustik Oven, we believe your time should be spent enjoying great bread and imagining all the delicious ways to serve it. With our new artisan-style bagels and ‘The Bread You’d Make If You Made Bread’ campaign, we’re giving consumers a convenient way to enjoy the sourdough taste they crave while leaving more time for the fun part — deciding what to put on top.”