Jason’s Sourdough is expanding its ‘bread with benefits’ line-up with the launch of a Fibre range.
Featuring a Seeded Fibre Loaf (RSP £2.80 per 580g loaf) and Every Day Seeded Fibre Rolls (£1.90 per four-pack), the range is designed to help shoppers increase their daily fibre intake and meet growing consumer demand for what Jason’s describes as premium sourdough with added functional benefits.
Made with a selection of seeds and flours, as well as oat fibre, the loaf boasts 5g of fibre per slice. It’s fermented for up to 24 hours, made with no yeast, additives or preservatives.
The rolls, meanwhile, deliver 8g of fibre per roll (see full ingredients list below) but as they feature yeast sit under the Jason’s Every Day branding rather than Jason’s Sourdough in line with other products in its portfolio.
The full ingredients deck for each product is as follows:
- Jason’s Sourdough Fibre loaf: Wheat Flour (Wheat Flour, Calcium, Folic Acid, Iron, Niacin, Thiamin), Water, Mixed Seeds (13%)(Brown Linseed, Millet Seeds, Sunflower Seeds, Golden Linseed, Poppy Seeds, Pumpkin Seeds), Oat Fibre (4%), Wheat Gluten, Rye Flour, Fermented Wheat Flour, Wholemeal Wheat Flour, Salt, Malted Wheat Flour, Malted Barley Flour.
- Jason’s Every Day Seeded Fibre Rolls: Wheat Flour (Wheat Flour, Calcium, Folic Acid, Iron, Niacin, Thiamin), Water, Mixed Seeds (12%)(Brown Linseed, Millet Seeds, Sunflower Seeds, Golden Linseed, Poppy Seeds, Pumpkin Seeds), Oat Fibre (3.5%), Wheat Gluten, Yeast, Rye Flour, Fermented Wheat Flour, Wholemeal Wheat Flour, Salt, Malted Wheat Flour, Malted Barley Flour, Flour Treatment Agent: Ascorbic Acid.
The loaf and rolls land exclusively in 320 and 480 Tesco stores nationwide, respectively, on 31 August.
“We’re constantly evolving our range to reflect how people are eating today,” says 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.”
The launch is the latest step in Jason’s mission to redefine the bakery category, combining traditional methods with formats that resonate with shoppers. It follows in the footsteps of the Jason’s Sourdough Protein Loaf which launched in April 2024 and Jason’s Every Day Seeded Protein Rolls which were added a year later.
In the six years since launch, Jason’s Sourdough has secured its place as the UK’s number one sourdough brand [Nielsen 52 w/e 11 July 2026] and the UK’s third biggest overall bread brand, overtaking Kingsmill last year.
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