Jason’s Sourdough will launch Crumpet Thins exclusively into Morrisons from 15 July, a lighter take on the crumpets it introduced last year.
Crumpet Thins promises a “golden, buttery crunch” when toasted, while offering shoppers an “elevated take on the everyday staple”.
Jason’s said the NPD was developed to broaden usage occasions from breakfast and brunch through to lighter lunches and snacking.
Crafted using the brand’s slow fermentation process, the crumpets were made with flour, water, salt and fermented wheat flour (rsp: £2/256g).
The launch builds on Jason’s entry into crumpets last year. Its Proper Sourdough Crumpets has since scaled distribution and is now listed in Tesco, Morrisons, Ocado and Waitrose, reflecting “growing demand for premium sourdough options outside of the traditional bread format”, the brand said.
“After the success of our original Proper Sourdough Crumpets, Crumpet Thins felt like a natural next step,” said Jason Geary, master baker at Jason’s Sourdough.
“We’ve focused on creating something that gives you that satisfying crunch, with the same deep, authentic sourdough flavour people love. They are lighter, more versatile, and perfect for snacking, but still crafted with the quality and care that defines what we do”.
Six years after launch, Jason’s is now the UK’s number one sourdough brand and the third-biggest supermarket bread brand. The brand’s value sales surged 114.5% last year to £79.5m [NIQ 52 w/e 8 September 2025].
No comments yet