Jason’s Sourdough adds two products to its portfolio
This marks a significant expansion for the brand, which is recognized for its dedication to clean-label baking and traditional fermentation techniques.
UK – Jason’s Sourdough, the UK’s leading artisan sourdough brand, has officially stepped beyond the bread aisle with the launch of its first-ever Proper Sourdough Crumpets, followed closely by the Great White Unsliced Whole Boule.
This marks a significant expansion for the brand, which is known for its commitment to clean-label baking and traditional fermentation techniques.
The new Proper Sourdough Crumpets are crafted from just four ingredients: flour, water, salt, and fermented wheat flour, which are naturally leavened using Jason’s 45-year-old sourdough starter.
Free from preservatives, seed oils, emulsifiers, added yeast, sugar, bicarbonate of soda, or artificial additives, the crumpets reflect the brand’s ethos of simplicity and quality.
The crumpets feature a delicately crisp exterior and a light, open structure, with the signature tang of real sourdough.
They are now available in 700 Tesco stores across the UK, retailing at £1.60 (US$2.17) for a pack of six.
This launch follows a wave of innovation from Jason’s Sourdough, including its Creations flavoured loaves and Seeded Protein Rolls, introduced earlier this year.
It also coincides with the opening of Geary’s £36 million (US$48.85M) custom-built bakery in Leicester, designed to support the brand’s growing portfolio and meet rising consumer demand for premium, clean-label baked goods.
The move into crumpets positions Jason’s Sourdough to compete in one of Britain’s most beloved bakery categories, joining other recent entrants like Deli Kitchen and Crumpetorium.
As the market for artisanal and additive-free products continues to grow, Jason’s latest offering is positioned to resonate with health-conscious shoppers and sourdough enthusiasts alike.
Unsliced Whole Boule
This new format offers consumers a rustic, versatile loaf that arrives intact, allowing for personalized slicing and presentation.
The Whole Boule is made using simple, clean ingredients: wheat flour, water, rye flour, salt, and fermented wheat flour, without preservatives, emulsifiers, added yeast, or artificial additives.
The loaf undergoes a fermentation process of up to 24 hours, ensuring the traditional sourdough flavor and texture that defines the brand.
Rolling out across 300 Tesco stores nationwide, the Whole Boule is priced at £2.70 (US$3.66), and it is designed with flexibility in mind.
It’s ideal for modern households seeking to reduce food waste; for instance, consumers can warm it in the oven to recreate a fresh-baked aroma.
Together, these innovations reflect the brand’s strategy of expanding into new formats while staying true to its philosophy: simple ingredients, no shortcuts, and flavor that comes from time and expertise.
With over a century of baking heritage, Jason’s Sourdough continues to blend traditional craft with modern sensibilities.
The Unsliced Whole Boule not only caters to rising consumer demand for artisanal, customizable products, but it also repositions bread from a side dish to a central element of the dining experience.
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