‘Proper Sourdough Crumpets’ are now available in 700 Tesco stores nationwide, with a pack of six retailing at £1.60.
These crumpets feature natural ingredients, free from preservatives, seed oils, emulsifiers, added yeast, or artificial additives. Notably, they contain no sugar, bi-carb, or baking powder.
Commenting on the launch, master baker at Jason’s Sourdough, Jason Geary, stated: “Crumpets are a completely new segment for us, and this launch marks an exciting step in the growth of our brand.”
“We’ve taken our traditional sourdough approach and applied it to a product that families and food lovers already know and enjoy. It’s a natural expansion of our range and showcases the versatility of sourdough – combining innovation with tradition while keeping ingredients simple and maintaining exceptional quality.”
This launch builds on the success of Jason’s Sourdough Creations and Jason’s Everyday Seeded Protein Rolls. It follows the opening of a £36 million custom-built bakery in Leicester, announced earlier this year.
Owned by Geary’s Bakery, Jason’s Sourdough is now recognized as the number one sourdough brand in the UK based on sales.
In related news, Roberts Bakery announced last week the proposed closure of its manufacturing site in Ilkeston.
This Derbyshire site specializes in producing specialty breads and morning goods, employing 38 individuals whose jobs are now at risk. In response, Bakers Food and Allied Workers Union General Secretary Sarah Woolley expressed that the trade union is “deeply concerned.”
