Jason’s Sourdough is expanding its portfolio with the launch of an unsliced boule.
The Jason’s Great White Unsliced Whole Boule is the same loaf as its sliced bestseller, the Great White Loaf, but is sold unsliced to give shoppers ‘the freedom to cut it thick, thin, rustic or refined’.
Available now in 300 Tesco stores nationwide with a rsp of £2.70, it is made with wheat flour, water, rye flour, salt, and fermented wheat flour, and undergoes a 24-hour fermentation process.
The NPD comes just one week after the firm ventured into the morning goods category with its Proper Sourdough Crumpets. Further innovation from the brand came in June as it rolled out a duo of flavoured loaves – a Fruit Loaf and Olive & Basil one – as well as seeded protein rolls.
“The boule is the loaf that does it all – you can chop it chunky, slice it thin, or tear and share it at the table,” said Jason Geary, master baker at Jason’s Sourdough. “Some people want their bread as the star of the meal, others want it to play a supporting role – the Unsliced Whole Boule lets them choose, and that’s what makes it so exciting. We’re delighted to bring our signature sourdough in a new format to our customers and continue expanding the brand’s innovation.”
The launch builds on the brand’s mission to ‘make proper sourdough more accessible to everyday consumers while never compromising on quality’. This mission has seen Jason’s skyrocket in popularity since its launch in 2020 with triple-digit yearly growth thanks to the popularity of its line-up of sourdough loaves including the Ciabattin, sliced boules, and protein-boosted products.
Jason’s success has led to manufacturer Geary’s Bakeries opening a £36m custom-built factory in Leicester to keep up with demand, and even saw it claim the title of Bakery Brand of the Year at the 2024 Baking Industry Awards.
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