Jason’s Sourdough has expanded its range with a new loaf created in partnership with mental health charity Mind.
Rolling out exclusively into 320 Tesco stores nationwide, the Mindful Loaf (rsp: £2.80, 580g) contains a mix of pumpkin, chia and flax seeds. Pumpkin seeds provide a source of magnesium – known to contribute to psychological function – while chia and flax seeds are sources of omega-3 fatty acids that support normal brain function.
Two slices provide 13.3g of protein and 8.5g of fibre. The full ingredient deck is as follows:
- Wheat Flour (Wheat Flour, Calcium, Folic Acid, Iron, Niacin, Thiamin), Water, Mixed Seeds (20%) (Pumpkin Seeds, Chia Seeds, Golden Linseed, Nigella Seeds), Rye Flour, Wheat Gluten, Fermented Wheat Flour, Salt.
Additionally, 10p from every Mindful Loaf sold is to be donated to Mind, which offers frontline support where needed including services such as a helpline, website, and online peer support community.
“We’re proud to be kicking off our partnership with Mind with the launch of our new Mindful Loaf,” commented Jason Geary, master baker at Jason’s Sourdough.
“With awareness around mental wellbeing continuing to grow, shoppers are increasingly conscious of how their diet contributes to this. That’s why we’ve developed a recipe with ingredients known for supporting brain function using our traditional baking heritage with the quality that aligns with our brand.”
The launch comes hot on the heels of Jason’s Sourdough’s new Fibre range. This includes a seeded loaf featuring the likes of brown and golden linseed, and millet, sunflower, poppy, and pumpkin seeds, as well as seeded rolls with a similar composition but including yeast, thus coming under of the brand’s Every Day portfolio.
Jason’s Sourdough is the UK’s number one sourdough brand and third biggest supermarket bread brand, according to Nielsen data for the 52 w/e 11 July 2026. Geary recently talked to British Baker about how, despite rapid growth over the past six years propelled by a new factory, TV campaign, and solid NPD pipeline, the brand has never compromised on quality.
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