How a $60 loaf of rye bread went viral in New York City: ‘It’s a conversation piece’

Bread experts weigh in on whether the rye sourdough that bakers ‘feed every day’ is worth that much A loaf of bread has become New York City’s latest viral hit and, somehow, status symbol. At Rye, the first US outpost of Austrian bakery Martin Auer, a 3.3lb loaf of 100% rye sourdough sells for $60 in SoHo. Made with just water, flour, salt and time, the bread has attracted the kind of attention once reserved for rainbow bagels, cronuts and skyscraper milkshakes. Which begs the inevitable question – is it actually worth that much? Continue reading...

Marina Dunbar · Mon, Sep 28, 2026, 5:00 AM
US news | The Guardian

How a $60 loaf of rye bread went viral in New York City: ‘It’s a conversation piece’

Bread experts weigh in on whether the rye sourdough that bakers ‘feed every day’ is worth that much

A loaf of bread has become New York City’s latest viral hit and, somehow, status symbol.

At Rye, the first US outpost of Austrian bakery Martin Auer, a 3.3lb loaf of 100% rye sourdough sells for $60 in SoHo. Made with just water, flour, salt and time, the bread has attracted the kind of attention once reserved for rainbow bagels, cronuts and skyscraper milkshakes. Which begs the inevitable question – is it actually worth that much?

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