Jason’s Sourdough is set to launch a new 100% wholemeal loaf in early 2026 in response to demand for bread without folic acid.
In an Instagram post yesterday (18 December), the UK’s third biggest bread brand said it had “seen and heard the conversations around non-wholemeal wheat flour being fortified with folic acid in the UK”.
Defra announced new legislation a little over a year ago requiring millers and flour producers to fortify non-wholemeal wheat flour with folic acid by the end of 2026 at the very latest. Flour is already fortified with calcium, niacin, thiamine, and iron.
The government department has since provided guidance for wholemeal loaves, including clarification that the word ‘wholemeal’ can only be used in the name of bread when all flour used as an ingredient is wholemeal.
Jason’s Sourdough, which is owned and produced by Leicester-based Bakery Manufacturer of the Year 2025 winner Geary’s Bakeries, noted its millers had notified it that they have now introduced the folic acid fortification of their flours. “So we now have to show this on our ingredients list,” it added.
“It is a legal requirement and isn’t something Jason’s can choose to be part of or not,” continued the post. “Our flour, and therefore our bread, must adhere to this legislation – as will every bread and other product made using UK milled non-wholemeal flour over the coming months.”
The brand stated it knew that some people want to completely avoid folic acid, and said it was pleased to share that its team has been busy developing a new loaf made entirely with wholemeal flour. This is planned to be introduced early next year with more details sahred once it had a confirmed release date, it said.
Fourth-generation master baker Jason Geary revealed the new bread was an adaptation of its existing Wholemeal Ciabattin (580g), which is sold at Tesco, Waitrose, and Morrisons stores and via Ocado.
“Our current wholemeal loaf is made with wholemeal flour,” Geary said. “However the starter culture contains a very small amount of white flour, meaning folic acid fortification is required. We have updated the recipe by replacing the white flour in the starter with wholemeal flour, making the loaf 100% wholemeal and therefore not subject to folic acid fortification.
“It quickly became clear that we could adapt the recipe while staying true to our standards,” he added.
Whilst wrapped bread has struggled, a wider shift in the bakery market has seen the morning goods and speciality bread category surge forward. Jason’s Sourdough has been well placed to capitalise on the nation’s ever-increasing love of sourdough, with the brand helping spur a £25.1m sales leap at Geary’s Bakeries last year.
With added capacity from a new £36m factory opened in May, Jason’s Sourdough has gained an impressive £42.4m in sales over the past year representing an increase of 114.5%. This has been supported by recent NPD including the Creations sub-brand of flavoured loaves as well as protein rolls and crumpets introduced in September. The brand also launched a multi-million campaign featuring its first ever TV ad.
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