Jason’s Sourdough is expanding its range with three new products including a duo of flavoured loaves and seeded protein rolls.
Called Jason’s Sourdough Creations, the flavoured loaves are described as ‘real sourdough with a creative twist’. They’re available in two variants – a fruit loaf that is ‘jam-packed’ full of dried fruit and the ‘back by popular demand’ olive & basil loaf – both made without the use of preservatives, emulsifiers, added yeast or artificial additives.
They’re joined by Jason’s Everyday Seeded Protein Rolls. Following on from the successful launch of its high protein loaf in April last year, the rolls boast 14g of protein and are made using the same mother sour culture as Jason’s sourdough loaves. Notably, they are branded slightly differently and are part of Jason’s Everyday range rather than the Jason’s Sourdough range.
Now available in 300 Tesco stores nationwide, the latest additions build on the success of the brand’s core range which includes Ciabattin and sourdough loaves.
Jason’s Sourdough has gone from strength to strength in recent years, overtaking Roberts Bakery to become Britain’s fourth biggest bread brand and rapidly closing the gap on Kingsmill in third place. Geary’s Bakery, which owns the brand, has also recently opened a £36m custom-built bakery in Leicester to meet demand for Jason’s Sourdough as well as own-label premium bread.
Jason Geary, master baker at Jason’s Sourdough, said expanding the range was a “natural step” as the brand continues to grow.
“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,” he added.
“These two new ranges show the versatility of our sourdough – it’s about combining innovation with tradition, whilst maintaining exceptional quality.”
The new flavoured loaves are reminiscent of the Jason’s Sourdough breads of the world range which was discontinued as they were “just launched too soon” in the brand’s journey.
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