Rye bakery in New York City sparks viral debate over $60 sourdough loaves

A new bakery in New York City’s SoHo neighborhood, Rye by Martin Auer, has gained viral attention for selling a single product: a 3.3-pound organic Austrian rye sourdough loaf for $60.

Owned by Martin Auer, whose family business operates dozens of shops in Austria, the bakery attributes the high price to handmade processes, imported Austrian flour, and high New York rents. The bread undergoes a 24-hour fermentation process and uses a sourdough starter that is nearly 60 years old. Customers can also purchase smaller portions, such as a quarter loaf for $15.

The trend has prompted a marketing response from Lidl US, which released a social media video featuring a digital billboard truck driving past the long lines at Rye. The advertisement contrasts the $60 price tag with Lidl’s own affordable European-quality bread priced at $3.99.