Fast-growing bakery brand Jason’s Sourdough has added a duo of ready-to-heat toasties.
Ham Hock & West Country Cheddar 176g and Tangy & Mature Three Cheese 163g (rsp: £3.75 each) are both made on Jason’s White Sourdough Ciabattin bread with “a perfectly tangy, soft centre” and “satisfying crunch”, according to the brand.
They feature aged Cornish cheddar and “flavourful” sauces, while being free from seed oils and gums.
The toasties are ready to eat in five minutes, whether heated on a grill, in the oven or on a panini press. They have hit chillers in 355 Tesco stores.
The NPD was inspired by Jason’s hot food-to-go toasties, unveiled by the brand last October, launched earlier this year in foodservice. Jason’s said it had adapted the range for retail take-home to meet “growing consumer demand for high-quality, ready-to-eat options”.
“Our Ciabattin is often described by customers as ‘the best toast ever’, and this inspired us to create a toastie that delivers the same crispiness and flavour,” said Jason Geary, master baker at Jason’s Sourdough.
“Designed for busy customers, whether eaten hot immediately or chilled and heated later, these toasties bring the crunch and taste our customers love in every bite” Geary added.
Jason’s Sourdough rocketed to 122% annual growth in 2024, with owner Geary’s Bakeries running flat-out to keep up with demand.
In June, Geary’s opened a £36m bakery in Leicester, its third UK site, allowing it to double its production capacity and creating 380 new jobs.
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