Jason’s Sourdough has expanded beyond bread for the first time with the launch of Proper Sourdough Crumpets.
Made with flour, water, salt and fermented wheat flour, the crumpets have landed in 700 Tesco stores (rsp: £1.60/six-pack).
Said to have a delicately crisp exterior, a light, open texture and the “distinctive tang of real sourdough”, the NPD would cater to demand for premium bakery products made from simple ingredients, the fast-growing brand said.
Free from preservatives, seed oils, emulsifiers, added yeast and artificial additives, the crumpets are leavened naturally with the brand’s sourdough starter and long fermentation, negating the need for sugar, bi-carb or baking powder.
The NPD comes hot on the heels of the launch of Jason’s Sourdough Creations and Jason’s Everyday Seeded Protein Rolls.
It also follows the unveiling of Geary’s Bakery’s – the family-run bakery behind Jason’s Sourdough – new £36m custom-built facility in Leicester in June.
The new site – a third for Geary’s in the UK – has doubled production capacity and created 380 new jobs.
“Crumpets are a completely new segment for us, and this launch marks an exciting step in the growth of our brand,” said Jason Geary, master baker at Jason’s Sourdough.
“We’ve taken our traditional sourdough approach and applied it to a product that families and food lovers already know and enjoy. It’s a natural expansion of our range and shows the versatility of sourdough – it’s about combining innovation with tradition, keeping the ingredients simple and maintaining exceptional quality.”
No comments yet