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UK sourdough brand Jason’s Sourdough has launched its first-ever fibre-focused range, featuring a Seeded Fibre Loaf and Every Day Seeded Fibre Rolls.
While the UK government’s Recommended Daily Allowance for adults is 30g of fibre per day, data shows that 96% of UK adults fall short of this target, consuming an average of just 16.2g daily.
Jason’s developed the new range in response to this ‘fibre gap,’ aiming to help consumers ‘naturally and effortlessly’ increase their daily intake through staple daily meal options.
The Everyday Seeded Fibre Loaf delivers 5g of fibre per average slice. The sourdough is fermented for up to 24 hours and made with no yeast, additives or preservatives. Meanwhile, the Every Day Seeded Fibre rolls deliver 8g of fibre per roll and contain a blend of mixed seeds, such as sunflower seeds, golden linseed, poppy seeds and pumpkin seeds.
The range rolls out exclusively at Tesco stores nationwide on 31 August, designed to broaden access to convenient and healthier bakery options without compromising on taste, authenticity or quality.
It builds on the strong performance of Jason’s Sourdough’s existing ‘bread with benefits’ range – a line-up of bread products that tap into the growing demand for F&B products with added functionalities and health claims.
Following the success of its Protein Loaf, the brand expanded last year with the launch of Everyday Protein Rolls format, centred around convenience.
Jason Geary, master baker at Jason’s Sourdough, said: “We’re constantly evolving our range to reflect how people are eating today…By combining innovation with our baking heritage, we’ve created high-fibre recipes with carefully selected seeds that deliver the flavour and quality consumers expect from Jason’s, while fitting seamlessly into modern lifestyles.”
Nichola Ludlam-Raine, specialist registered dietician, commented: “Fibre is not a single ingredient with a single job: different fibres support our digestion, gut bacteria and wider long-term health, which is why variety matters”.
“A higher-fibre version of a food you already enjoy, such as bread, can make progress feel much more achievable. Switching your usual bread for a genuinely higher-fibre option such as Jason’s Sourdough Seeded Fibre Loaf and Rolls is a small, realistic change that can make a meaningful contribution to your daily fibre intake.”
Jason’s is the UK’s number one sourdough brand and the third biggest supermarket bread brand according to Nielsen data. It is known for its range of premium bakery offerings centred around simple ingredients, aligning with increasing consumer interest in ‘clean-label’ options.
The new Seeded Fibre Loaf is priced at an RRP of £2.80 per 580g loaf, and the Every Day Seeded Fibre Rolls at £1.90 per 320g pack.
