Jason’s Sourdough Breaks New Ground with First-Ever Sourdough Crumpets
Jason’s Sourdough, the UK’s number one sourdough brand, has taken a bold step forward with the launch of its first-ever sourdough crumpets.
Now available in 700 Tesco stores nationwide, the six-pack treats retail at just £1.60, making artisan sourdough accessible to families and food lovers across the country.
A New Chapter for a Leading Brand
For Jason’s Sourdough, the launch marks a milestone moment. Known for their traditional loaves, the brand is now expanding into a completely new product category.
The master baker at Jason’s Sourdough stated that crumpets are a completely new segment for them. They have taken their traditional sourdough approach and applied it to a product that people already know and love.
For them, it’s about combining innovation with tradition, keeping the ingredients simple, and maintaining exceptional quality.
Clean Ingredients, Authentic Taste
True to the brand’s ethos, Jason’s sourdough crumpets are made with only natural ingredients. Free from preservatives, seed oils, emulsifiers, added yeast and artificial additives, the crumpets also contain no sugar, bicarbonate of soda, or baking powder.
It’s a purist’s approach that promises a wholesome, tangy flavour and fluffy texture – qualities that have made sourdough one of the most popular bread choices in recent years.
Building on Proven Success
This launch is more than just a product innovation; it’s the continuation of a rapid growth story.
Earlier this year, Geary’s Bakery, the parent company behind Jason’s Sourdough, invested £36 million in a custom-built bakery in Leicester. The expansion has enabled the brand to scale production while maintaining the craft baking techniques that underpin its success.
The crumpet launch also follows the popularity of Jason’s Sourdough Creations and Jason’s Seeded Protein Rolls, both of which have strengthened the brand’s position at the top of the UK sourdough market.
Tradition Meets Innovation
By extending the sourdough range into everyday staples like crumpets, Jason’s is showcasing the versatility of sourdough and reinforcing its appeal to modern households.
The approach highlights a growing consumer appetite for foods that balance quality with convenience, all while staying rooted in traditional baking methods.
Conclusion
With its latest launch, Jason’s Sourdough has once again proved its ability to innovate while staying true to its roots. The introduction of sourdough crumpets not only broadens the brand’s portfolio but also cements its reputation as the leading force in United Kingdom sourdough.
From loaves to rolls and now crumpets, Jason’s continues to show that when simple, natural ingredients meet masterful baking, the result is a product that resonates with today’s food-conscious consumers.
News Credits: Jason’s Sourdough launches first-ever crumpets SKU
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