Jason’s Sourdough has unveiled a high-fibre range aimed at targeting the UK’s “fibre gap”.
The lineup comprises Seeded Fibre Loaf (rsp: £2.80/580g) and Seeded Fibre Rolls (rsp: £1.90/320g), and will roll out exclusively in Tesco from 31 August.
Seeded Fibre Loaf provides 5g of fibre per average slice and contains no yeast, additives or preservatives. Seeded Fibre Rolls, meanwhile, feature a blend of seeds, including sunflower, golden linseed, poppy and pumpkin, and contain 8g of fibre per roll.
Despite being a cornerstone of gut and metabolic health, dietary fibre was an everyday nutrient that “often gets ignored”, said Jason’s.
Some 96% of Brits fell short of the recommended 30g daily fibre intake, consuming an average of 16.2g a day, it said, citing figures from the latest National Diet & Nutrition Survey.
Its latest NPD was therefore designed to be a “natural and effortless” way to boost daily intake, it added.
The fibre range builds on Jason’s existing ‘Bread with Benefits’ offering, comprising a Protein Loaf launched in 2024 and Protein Rolls, added last year.
Both the protein and fibre ranges were developed in response to growing demand for premium sourdough with added functional benefits, Jason’s said.
“We’re constantly evolving our range to reflect how people are eating today,” said Jason Geary, master baker at Jason’s Sourdough. “While most of us know fibre is important, the reality is that almost all of us are missing the mark.
“With the daily RDA sitting at 30g, but the average person only getting about half of that, we wanted to make meeting that target as easy and natural as having your morning toast or a lunchtime sandwich.
“By combining innovation with our baking heritage, we’ve created high-fibre recipes with carefully selected seeds that deliver the flavour and quality consumers expect from Jason’s, while fitting seamlessly into modern lifestyles.”
It comes after Warburtons launched a Fibre Fix range earlier this year, comprising Fibre Fix Loaf and Fibre Fix Rolls.
Jason’s is the UK’s number one sourdough brand and the third-biggest bread brand overall in UK retail. Value sales of its products surged 111% last year to £116.5m, according to NIQ data [52 w/e 21 February 2026].
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