Jason’s Sourdough takes toasties into retail with Tesco listing

Fast rising bread brand Jason’s Sourdough is taking its toasties into the retail market after securing a listing with Tesco.

The brand, owned by Leicestershire-based Geary’s Bakeries, first launched the toasties and hot rolls range for the foodservice and travel sectors last year. The range, made with Jason’s Ciabattin and sourdough rolls by Northern Irish firm Around Noon, features vegetarian and meat options with on-trend fillings such as kimchi and nduja as well as classics like ham and cheese & onion.

Now, the business has taken two products from the range and adapted them for the retail take-home market to meet growing consumer demand for high-quality, ready-to-eat options. They are:

• Ham Hock & West Country Cheddar – slow cooked pulled ham hock with west country mature cheddar and Dijon mustard on Jason’s White Sourdough Ciabattin
• Tangy & Mature Three Cheese Toastie – Emmental, Cheddar & Italian hard cheese on Jason’s White Sourdough Ciabattin.

Stocked in Tesco’s snacking and savoury category in the chilled aisle in 355 stores with an rsp of £3.75, the toasties will sit alongside brands such Ginsters, Pukka, and Rustlers. The brand added that its toasties stay true to its ethos and are crafted with slow-cooked meats, aged Cornish cheddar from Cornish cows, and full-flavoured sauces, while remaining free from seed oils and gums.

They can be heated up in five minutes using a grill, oven, air fryer, or panini press.

“At Jason’s Sourdough, our Ciabattin is often described by customers as ‘the best toast ever’, and this inspired us to create a toastie that delivers the same crispness and flavour,” said Jason Geary, fourth generation master baker at Jason’s Sourdough.

“Pre-made toasties often miss that satisfying crunch, so we developed this range to put texture back into toasties while keeping flavour front of mind,” Geary added.

Jason’s Sourdough has really been ramping up the new launches of late, with recent additions to its range including an unsliced boule, crumpets, and a Creations range of flavoured sourdough loaves.