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UK sourdough brand Jason’s Sourdough has expanded beyond the bread category with its latest launch: Proper Sourdough Crumpets.

The milestone launch comes as demand for premium bakery products with simple ingredients continues to rise in the UK.

Jason’s Sourdough said its move into the realm of one of Britain’s ‘most beloved bakery staples’ reinforces its commitment to crafting ‘proper bread using only simple ingredients’ with no preservatives, seed oils, emulsifiers, added yeast or artificial additives.

Made from just flour, water, salt and fermented wheat flour, the crumpets offer a ‘delicately crisp’ exterior with a light, open texture and distinctive sourdough flavour tang. They contain no sugar, bi-carb or baking powder, leavened naturally with Jason’s sourdough starter and long fermentation process.

Jason Geary, master baker at Jason’s Sourdough, said: “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 shows the versatility of Sourdough – it’s about combining innovation with tradition, keeping the ingredients simple and maintaining exceptional quality.”

The launch builds on the recent success of Jason’s Sourdough Creations and Jason’s Everyday Seeded Protein Rolls, both new lines for 2025. It follows the opening of the brand’s parent company Geary’s Bakery’s £36 million custom-built bakery facility in Leicester, announced earlier this year.

Available in 700 Tesco stores across the UK, the new crumpets have launched at an RRP of £1.60 per pack of six.