Jason’s Sourdough is extending its morning goods range with the launch of Crumpet Thins.
Described as having a ‘lighter, crispier texture’, the thins are made with four ingredients – flour, water, salt and fermented wheat flour. They hit the shelves in Morrisons on 15 July with an RRP of £2 for an eight-pack.
Jason’s said they have been developed to broaden usage occasions, from breakfast and brunch to lighter lunches and snacking, helping retailers drive incremental value within the crumpet category.
They follow the introduction of Jason’s Proper Sourdough Crumpets in September 2025 which marked the brand’s first step beyond bread and bread rolls. The Thins build on the strong performance of the original crumpets, which Jason’s said have rapidly scaled distribution and are now listed across Tesco, Morrisons, Ocado and Waitrose reflecting ‘growing demand for premium, sourdough options outside of the traditional bread format’.
“We’ve always believed in doing the classics right,” said Jason Geary, master baker at Jason’s Sourdough. “After the success of our original Proper Sourdough Crumpets, Crumpet Thins felt like a natural next step. We’ve focused on creating something that gives you that satisfying crunch, with the same deep, authentic sourdough flavour people love.”
Geary went on to describe the NPD as “lighter, more versatile, and perfect for snacking, but still crafted with the quality and care that defines what we do”.
Jason’s Sourdough has grown rapidly in the six years since it hit the market. It has secured its place as the UK’s number one sourdough brand and the third biggest supermarket bread brand, overtaking Kingsmill last year. It has invested heavily to support this growth, opening a new £36m state-of-the-art factory coming online in May 2025 which helped to double capacity.
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