Fast-growing bakery brand Jason’s Sourdough has unveiled a duo of flavoured loaves and expanded its protein range.
Building on the success of its core loaves, the Sourdough Creations range (rsp: £2.80/400g) has debuted with Fruit Loaf and Olive & Basil.
The brand previously launched an Olive & Basil ‘Twisted Sourdough’ loaf into Ocado in 2021, which subsequently snagged Morrisons and Waitrose listings. However, the product had completely disappeared from shelves within two years.
Jason’s said it had reimagined the loaf under Sourdough Creations in response to “popular demand”.
Meanwhile, Every Day Seeded Rolls (rsp: £1.80/4x80g) have joined the brand’s Protein lineup. Each roll delivers 14g of protein and is made using the same mother culture as Jason’s sourdough loaves.
All three products have rolled into 300 Tesco stores nationwide.
“Expanding our range is a natural step as the brand continues to grow,” said Jason’s Sourdough’s namesake and master baker Jason Geary.
“As the category evolves, we’re committed to developing products that respond to changing consumer preferences and offer great choice for different consumption occasions while maintaining the quality, craft and simplicity that defines our brand.”
Jason’s Sourdough owner Geary’s Bakery opened a £36m bakery in Leicester earlier this month, which it claims will double its production capacity and create 380 new jobs.
It comes after the brand’s value more than doubled to £55.2m on volumes up 138.5%, equivalent to 15.9 million extra loaves sold, in the year to 22 February 2025 [NIQ].
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