Jason’s Sourdough expands crumpet range with launch of Crumpet Thins
The new SKU is made using the brand’s signature slow fermentation process and contains just four ingredients: flour, water, salt and fermented wheat flour, delivering a golden, crunchy texture when toasted.
UK – Jason’s Sourdough has officially announced the expansion of its morning goods portfolio with the launch of Crumpet Thins.
Developed to deliver a lighter, crisper alternative to traditional crumpets, the new product represents a tactical move to introduce the brand’s distinctive sourdough flavours into a wider range of eating occasions.
The launch responds to a rising consumer trend toward premium, artisanal bakery products that can easily pivot from traditional breakfast options into lighter daytime snacks.
The new product range features a carefully modified, thinner format that allows the crumpet to toast to a golden, buttery crunch without becoming overly dense.
True to the brand’s commitment to clean labels and traditional baking methods, the Crumpet Thins are crafted using a slow fermentation process and contain only four fundamental ingredients: flour, water, salt, and fermented wheat flour.
By leveraging their signature sourdough starter, the bakers have ensured that this thinner variety retains the characteristic tang and deep flavour profile that regular buyers expect from the core lineup.
This product innovation builds upon the highly successful retail trajectory of the brand’s original Proper Sourdough Crumpets.
Since entering the morning goods market, the original range has quickly expanded its nationwide distribution network, securing major listings with prominent retail chains including Tesco, Morrisons, Ocado, and Waitrose.
According to Jason Geary, master baker at Jason’s Sourdough, moving to a thinner profile felt like a natural progression for the brand.
Geary emphasized that the development process focused explicitly on achieving a highly satisfying bite while maintaining strict quality controls.
Jason Geary, master baker at Jason’s Sourdough, said, “We’ve always believed in doing the classics right. After the success of our original Proper Sourdough Crumpets, Crumpet Thins felt like a natural next step. We’ve focused on creating something that delivers a satisfying crunch, with the same deep, authentic sourdough flavour people love. They are lighter, more versatile and perfect for snacking, while still crafted with the quality and care that defines what we do.”
The lighter format is intentionally designed to drive incremental category value by widening usage across breakfast, brunch, light lunches, and mid-afternoon snacking.
Produced under the family-owned Geary’s bakery group, which boasts over a century of traditional baking heritage, the new line will officially roll out onto Morrisons supermarket shelves starting mid-July.
The new product will be available in convenient eight-pack variants carrying a recommended retail price (RRP) of £2.00 (US$2.67).
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