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UK bread brand Jason’s Sourdough has launched two new product ranges, Jason’s Sourdough Creations and Jason’s Everyday Seeded Protein Rolls.

The latest additions, now available in 300 Tesco stores nationwide, build on the brand’s core range amid rising demand for premium bread products.

Described as ‘sourdough with a creative twist,’ Jason’s Sourdough Creations blends traditional sourdough with ‘imaginative’ flavours. Two products are available as part of the range: a sweet, fruit-filled Fruit Loaf and a savoury Olive & Basil, described as ideal with sun-dried tomatoes and tapenade.

The Jason’s Everyday Seeded Protein Rolls line follows the successful launch of the brand’s Protein Loaf. With the rolls, Jason’s aims to offer a convenient, high-protein format without compromising on taste or ingredients. Each roll delivers 14g of protein and is made using the same mother sour culture as Jason’s loaves.

All of the products in the brand’s portfolio are free from preservatives, emulsifiers, added yeast or artificial additives.

Jason Geary, master baker at Jason’s Sourdough, commented: “Expanding our range is a natural step as the brand continues to grow. As the category evolves, we’re committed to developing products that respond to changing consumer preferences and offer great choice for different consumption occasions while maintaining the quality, craft and simplicity that defines our brand.”

He added: “These two new ranges show the versatility of our sourdough – it’s about combining innovation with tradition, whilst maintaining exceptional quality”.

The launch follows the recent opening of a £36 million, custom-built bakery in Leicester, Jason’s Sourdough owner Geary’s Bakery’s third facility. This is set to double the bakery’s production capacity and create 380 new jobs.