Champion: Jason’s Sourdough Crumpet Thins
Following the runaway success of its sourdough loaves, expectations are high for any innovation emerging from Jason’s Leicestershire base. Thankfully, its new Crumpet Thins don’t disappoint.
Made with just four ingredients, flour, water, salt and fermented wheat flour, the Sourdough Thins are a lighter, more versatile alternative to the conventional crumpet, suited to quick snacks or ‘topping-led uses’ other than breakfast. This is a “great example of a sourdough product in keeping with the brand’s core ethos and efficiencies”, said our judges, adding a “great product with an innovative compact packaging format” to the Jason’s range. “Delicious, born of great insight, making crumpets an all-day option and expanding sourdough beyond standard bread.”
Register your interest for the New Product Awards 2027
Silver
• Jason’s Sourdough Crumpets
• Jason’s Sourdough’s Wholemeal Ciabattin
• Wildfarmed Crumpets
Bronze
• St Pierre Croissant Loaf
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