Jason’s Sourdough has partnered with regenerative farming specialist Wildfarmed to produce a Malted Ciabattin loaf.
Created as a result of high demand for a malted version of Jason’s Ciabattin – described as a ‘mash up’ of ciabatta and sourdough – the sliced loaf is made with Wildfarmed flour as well as a mix of other flours, plus malted rye. It launched in Waitrose and Ocado on 26 April with an rsp of £2.35.
The Ciabattin loaves, which are made via a 24-hour fermentation process, first hit the shelves in 2020. Since then, the range – which comprises White and Ancient Grains & Seeds variants – has been revamped with a new name and branding to reflect its sourdough credentials and heritage.
Wildfarmed was founded by Andy Cato, George Lamb, and Edd Lees in 2019. The firm works with farmers to produce flour using regenerative methods to help improve farm biodiversity and soil condition, meaning the flour is grown without the use of herbicides, fungicides, or pesticides.
“We are so excited to be working with Wildfarmed, to bring to the market a product that our customers have been waiting for, a Malted Ciabattin Loaf,” said Jason Geary, master baker at Geary’s Bakeries, which produces the Jason’s range.
“For Jason’s, collaborating with Wildfarmed seemed like the perfect partnership. We’re keen to support regenerative farming practices and the quality of the products we use is so important to us, as well as our customers. With the product entering stores later this month, we’re looking forward to gaining feedback and hoping to see it fly off the shelves.”
Lees added that Wildfarmed makes it easy for customers to “help solve some of the world’s biggest problems”, such as climate change, food security, and access to nutritious food, simply by eating.
“Wildfarmed is the gold standard for regenerative agriculture, so by using our flour, Jason’s have created a loaf that not only tastes better but does better,” he said.
Wildfarmed has also partnered with M&S. The retailer rolled out four loaves – Sliced Wheat & Rye, Sunflower & Spelt, Fruit & Treacle, and White Bread – using Wildfarmed flour last year.