Jason’s Sourdough is venturing into the food-to-go category with a new range of premium toasties and hot rolls.
The range, made with Jason’s ciabattin and sourdough rolls, features vegetarian and meat options with on-trend fillings such as kimchi and nduja as well as classics like ham and cheese & onion.
It is manufactured under a strategic partnership with food-to-go specialist Around Noon, which will distribute it across foodservice, travel, and retail sectors.
Jason’s Sourdough described the range as a ‘natural progression’ for the brand, combining its sourdough with innovative fillings and formats while offering customers a premium experience.
The new toastie and hot rolls range comprises:
- Ham Hock & Mature Cornish Cheddar Toastie – slow-cooked ham hock with Davidstow mature cheddar and grape mustard on Jason’s White sourdough Ciabattin
- Nduja & Mature Cornish Cheddar Toastie – spicy Calabrian nduja with Davidstow cheddar and gouda on Jason’s Grains & Seeds sourdough Ciabattin
- Kimchi & Mature Cornish Cheddar Toastie – Davidstow mature cheddar and gouda with kimchi on Jason’s Grains & Seeds Ciabattin
- Three Cheese and Onion Toastie – Davidstow cheddar, Swiss and Parmesan with red onion and spring onion on Jason’s White Ciabattin
- Thick Cut Bacon with Posh Tomato Ketchup – thick-cut smoked bacon with posh tomato ketchup in a soft white Jason’s sourdough roll
- Roast Chicken with Sage & Onion Stuffing – pulled chicken with sage & onion stuffing, chicken stock butter on a soft white Jason’s sourdough roll
- Hog Roast with Sage & Onion Stuffing and Chunky Apple Sauce – slow-cooked pulled pork, apple sauce and sage & onion stuffing on a soft white Jason’s sourdough roll.
They have an rsp ranging from £3.50 to £6 and can be heated in just a few minutes. In a foodservice setting using a Merry Chef oven, or equivalent, the hot rolls take from 32 seconds while a toastie takes one minute and 10 seconds. For customers heating the toasties at home, they will take around two minutes on the hob and three minutes and 30 seconds in a sandwich press while the hot rolls take around 40 seconds in the microwave.
“Our sourdough’s unique texture and flavour make it the ideal bread for toasties, and this new range is a fantastic way to bring Jason’s signature quality range to the food-to-go category,” said Jason Geary, master baker at Jason’s Sourdough. “Whether served hot-to-go or chilled and heated later at home, these products are crafted to meet the needs of today’s busy consumers while maintaining our high standards of taste and authenticity.”
Geary added that partnering with Around Noon will ensure the new range reaches consumers across a wide variety of settings.
Both firms are on the rise. Geary’s Bakeries, which owns Jason’s Sourdough, is investing £8m in a new manufacturing facility in Leicestershire to keep up with demand and has recently been named a finalist in the inaugural Bakery Brand of the Year category at the 2024 Baking Industry Awards.
Northern Irish business Around Noon, meanwhile, acquired its sixth site last year as well as North-London based Soho Sandwich Company. It also secured a series of large contracts in the contracts in the travel, foodservice, retail, and coffee sectors including supplying own-label sandwiches to M&S stores in Ireland.
Commenting on the partnership, Guy Truman, commercial director of Around Noon, added: “Since its launch Jason’s premium sourdough has shown great traction in the bread category and we’re excited to bring their unique flavour and texture, coupled with our high-quality fillings to the food-to-go market. Together, we’re able to offer a truly exceptional product that combines the best of both our expertise – delicious, high-quality toasties and hot rolls that cater to the evolving needs of today’s consumers.”
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