Doughlicious, a UK-based innovator in the cookie dough market, has launched two new frozen snack varieties: Cookies & Cream and Minis Salted Caramel Cookie Dough & Gelato Bites. Retailing at £5.49, these products will be available nationwide at Whole Foods Market starting from 2 September 2025. The new offerings are designed to cater to the growing demand for indulgent yet portion-controlled snacks, combining classic flavours with Doughlicious' signature chewy cookie dough. The Cookies & Cream flavour features a blend of smooth vanilla gelato and crunchy chocolate cookie pieces, while the Minis Salted Caramel variant boasts silky caramel gelato with a hint of sea salt, all encased in a golden caramel cookie dough. Doughlicious is tapping into the burgeoning frozen snack segment, which has seen heightened interest as consumers seek convenient, guilt-free indulgences. Each bite is crafted to be gluten-free and made with 100% British oats, aligning with the increasing consumer preference for cleaner label products. The Cookies & Cream variant contains approximately 100 calories per serving, while the Minis Salted Caramel is even lighter at around 42 calories, making them appealing options for health-conscious consumers. Kathryn Bricken, founder of Doughlicious, said: “With these new flavours, we aimed to take beloved classics and infuse them with our unique Doughlicious twist, bringing together creamy gelato and indulgent inclusions”. This approach reflects a broader industry trend where brands are increasingly focusing on flavour innovation while maintaining health-conscious attributes. Doughlicious prides itself on its commitment to sustainability. The products are handcrafted in London using renewable energy, and the company highlighting sourcing ingredients from suppliers that meet high standards of quality and animal welfare. This focus on sustainability is becoming increasingly important to consumers, particularly in the food and beverage sector, as awareness of environmental issues continues to rise. The company’s strategy also includes reducing food waste by offering individually portioned snacks, allowing consumers to bake only what they need. This not only appeals to eco-conscious shoppers but also aligns with industry moves towards more sustainable practices. Doughlicious has established a strong presence across major UK retailers, including Tesco, Sainsbury's and Morrisons, and is expanding its footprint internationally, with products now available in the US, Australia and various European markets. Bricken’s vision for Doughlicious extends beyond mere product offerings; she aims to foster a community around the brand, noting employee welfare and inclusive company culture. As a London Living Wage employer, Doughlicious is committed to providing equitable opportunities for its workforce, further solidifying its reputation as a socially responsible business.

Few viral food sensations have captured the attention of the internet – and the global F&B industry – quite as explosively as Dubai chocolate. Arguably the biggest social media food trend we’ve seen within the last couple of years, Dubai chocolate was first created back in 2021 by Sarah Hamouda, co-founder of Fix Dessert Chocolatier in Dubai. The rich milk chocolate bar, which contains a creamy pistachio and tahini filling with crunchy knafeh pastry, was launched by Fix under the name ‘Can’t Get Knafeh of It’. In December 2023, the sweet treat went viral after TikTok influencer Maria Vehera shared a video of herself enjoying the bar, quickly amassing hundreds of millions of views and sparkling a global Dubai chocolate frenzy. Throughout 2024 and 2025, the buzz has continued with no signs of stopping. Numerous businesses across the food industry – from small start-ups to huge international household brands and retail chains – have jumped in to offer their own take on the Middle Eastern-inspired confectionery. Chocolate giant Lindt, as well as supermarkets Aldi and Lidl, have developed their own versions of the bar. ‘Dubai chocolate-style’ products have since transcended the chocolate bar aisle and made their way into other food categories in retail, such as ice cream, biscuits and beverages. The hype has supercharged innovation, sparked discussion around trademarking challenges , and is even thought to have fuelled a global pistachio shortage. With the premium chocolate trend continuing to drive new launches across the sector this summer, we take a look at some of the latest Dubai chocolate-style innovations to debut in 2025. 💚 Aldi's ice cream tubs and mochi 💚 Retailer Aldi brought the Dubai chocolate trend into the UK frozen foods aisle with the launch of its Dubai Chocolate Style Ice Cream , introduced in April. The tubs contain a rich milk chocolate ice cream with crunchy pistachio pieces, described as offering a 'wafer-like' texture amid the 'decadent' creamy ice cream. In July, the retailer then jumped on the trend once again to deliver what it claimed to be another UK-first: Dubai Chocolate Style Mochi . The dessert combines ice cream wrapped in Japanese mochi dough with the trending Middle Eastern pistachio chocolate, capitalising on the growing popularity of both culinary trends and tapping into rising consumer interest in global food fusion products. Soft pistachio ice cream is encased in a sweet cocoa rice dough, complemented by crunchy Kataifi pastry, with Aldi selling the luxurious treats for £3.99 per box of six. 💚 Cartwright & Butler's chocolate truffles 💚 Cartwright & Butler's Dubai Style Truffles , launched in July, feature a combination of creamy pistachio ganache and knafeh crunch, all encased in a milk chocolate shell and topped with a vibrant yellow and green drizzle. Priced at £18, these truffles are positioned as both a luxurious gift option and an indulgent after-dinner treat. The initial rollout included prominent retailers such as John Lewis, Moonpig, World Duty Free, WH Smith Travel and Fenwick, with additional listings planned for Liberty London, William Sonoma, Brown Thomas in Ireland and El Corte Inglés in Spain, among others. 💚 Kenco's instant lattes 💚 Jacobs Douwe Egberts Peet’s-owned coffee brand, Kenco, launched its new Iced/Hot Dubai Chocolate Style Latte in June. The product was designed to tap into the growing popularity of flavoured coffee among younger consumers while bringing the viral food trend into the retail coffee space. The new latte, priced at £1.99, promises to deliver a blend of pistachio and chocolate flavours, topped with a frothy finish to appeal to the next generation of coffee drinkers. As the demand for convenient at-home coffee options rises, Kenco's product aims to meet the needs of consumers aged 16-24, who are increasingly seeking both quality and convenience in their beverage choices. The beverage can be enjoyed hot or iced throughout the year, positioning the product as a convenient option that caters to multiple consumption occasions. 💚   Fox's Burton's Companies' biscuits 💚 Fox’s Burton’s Companies (FBC) UK unveiled its own take on the food trend in July, under its Fox’s Chocolatey brand. Fox’s Chocolatey Dubai Style Indulgent Creams feature a chocolate-encased shortcake with a creamy centre and crispy real pistachio filling. FBC said it is the first major biscuit manufacturer to bring a biscuit of this kind to retailers. Charlotte Hunt, marketing controller at FBC, said the company discussed the Dubai chocolate biscuit product concept just a few months ago, with its cross-functional team working 'at pace' to bring the new SKU to market. The product launched initially at Tesco stores from 16 July, priced at £2.35, with all other major retailers following this month. 💚 The Drinks Bureau's espresso martinis 💚 RTD cocktail brand The Drinks Bureau launched what it claims is the world’s first Dubai chocolate style espresso martini in a can , debuting exclusively in Morrisons UK supermarkets last month for a limited time until stocks last. The limited-edition cocktail combines vodka and dark roast coffee with notes of chocolate and pistachio. It is described as a ‘rich, smooth and nutty’ twist on the classic espresso martini cocktail. At 8% ABV in a 200ml serving, the drink is mid-strength and ready to serve, with no ice or cocktail shaker needed. It launched at a price of £2.50 per can. 💚 Co-op's brownies 💚 UK retailer Co-op brought the viral trend into its in-store bakeries with the launch of the limited-edition Irresistible Dubai Style Pistachio Brownie. Claimed to be ‘the first of its kind from any major UK high street retailer,’ the chocolate brownie features a rich Fairtrade chocolate base, topped with a layer of crunchy pistachio and kadaif filling and finished with a layer of milk chocolate and pistachio nibs. Co-op said its offering stands out from other ‘Dubai chocolate’ products on the market due to its lower price, launching for £1.50 per 80g brownie. It was also launched as part of Co-op’s lunchtime meal deal offerings, where it could be chosen as a side. The brownie launched across the convenience retailer’s bakeries on 18 August, for a limited time across 2,400 UK stores. 💚 Forest Feast's chocolate-coated dates 💚 Forest Feast's Dubai chocolate-inspired Pistachio Crisp Milk Chocolate Dates , unveiled in July, feature sweet dates filled with creamy pistachio nut butter and crispy wafer, all enveloped in rich Belgian milk chocolate. The brand said the launch aligned with its strategy to deepen its market presence and respond to evolving consumer preferences. The indulgent snacks are handcrafted at Forest Feast's manufacturing facility in County Armagh, Northern Ireland. The new chocolate date products launched in Morrisons on 21 July, followed by availability in Waitrose, Boots, Ocado and other retailers starting this month. The recommended retail price is set at £4.35 for a 140g package.

Japanese beverage giant Suntory has announced that Takeshi Niinami, the company’s CEO, has resigned from his position amid a police investigation regarding his purchase of suspected illegal supplements. Takeshi Niinami Niinami – who served as Suntory’s chairman, chief executive officer and representative director – stepped down effective from 1 September 2025 following the matter, which Suntory called a ‘grave governance concern’. In a statement published yesterday (2 September), Suntory said it had received a report from Niinami on 22 August confirming that an investigation was being conducted by the police regarding supplements allegedly purchased by him under the understanding that they were legal. Suntory, which offers a range of supplements under its Health & Wellness business, emphasised that the supplements purchased were not Suntory products. According to news outlet Tokyo Shimbun , the investigation surrounds supplements sent to Niinami’s home suspected to contain cannabis components. Tokyo   Shimbun reported that Niinami confirmed he had purchased CBD supplements from the US upon an acquaintance’s recommendation, after suffering from jet lag due to overseas business trips. CBD (cannabidiol) is an active ingredient found in cannabis, and is legal in Japan as well as many other regions including the EU and UK. It is commonly used in dietary supplements and functional food and beverage products, believed to offer potential benefits such as relaxation, mood support and pain relief. The psychoactive component of cannabis, THC, is illegal in Japan – though it is legal in some US states. At a press conference in Tokyo as representative director of the Japan Association of Corporate Executives, Niinami reportedly stated his innocence, commenting: “I neither possessed nor used the supplements, nor did I order their import into Japan. I believe I am innocent and have not broken any laws.” In its statement, Suntory said that the determination of the supplements’ legality should be deferred to authorities – however, it stressed that 'strict compliance with laws and regulations is fundamental,' and that ‘exercising appropriate caution in purchasing supplements is an indispensable quality’. Due to this, the company decided Niinami’s actions demonstrated a ‘lack of awareness’ regarding the supplements industry, rendering him unable to continue in his position. Niinami told press at the briefing: “Although I am not aware of any violation of the law, I have decided to resign in accordance with the company's judgment and to avoid causing trouble to employees and customers”. Suntory has not appointed a replacement for the CEO role, with president and representative director Nobuhiro Torii continuing to lead the global business.

Spanish brand BoomBites claims to have brought a UK-first ‘superfruit’ to British supermarkets with the launch of its Red Berry Grapes, now available in Marks and Spencers stores. The BoomBites Red Berry Grapes are claimed to taste like ‘the very best table grapes’ but with a deep, juicy red pulp on the inside, similar to that of a berry or cherry. Their unique red pulp is packed with antioxidants known as anthocyanins – the powerhouse polyphenols that give goji berries, blueberries and cranberries their ‘superfood’ reputation. They are associated with health benefits such as improvements in cholesterol levels, vascular function and the gut microbiome. BoomBites said the Red Berry Grapes have comparable antioxidant levels to blueberries, describing them as an ‘incredibly versatile new superfruit’. The grapes are a natural cross between table grapes, which traditionally have white flesh on the inside, and old grape varieties that have red flesh fruit and were traditionally only used for wine production. BoomBites said it took ‘thousands’ of different combinations of small and soft, red-fleshed wine grapes with large, sweet and crunchy seedless table grapes to produce the new Red Berry Grapes. It described the resulting product as offering ‘the premium feel of a high-end food and beverage category, and the health credentials of a superfruit’. As well as anthocyanins, the grapes also include resveratrol, another naturally occurring polyphenol found in various fruits including grapes, blueberries, raspberries and peanuts. It is known for its antioxidant and anti-inflammatory properties. According to BoomBites, researchers at the University of Murcia found that the Red Berry Grapes had three times more resveratrol than blueberries when tested. Additionally, a study has suggested that the grapes’ natural sugars are absorbed more slowly than traditional grape varieties, as well as delivering higher levels of antioxidant polyphenols. Research from the technology center AINIA in Valencia, Spain, suggests that despite having similar amounts of fructose, the new Red Berry Grape varieties showed significantly lower glucose uptakes than standard varieties. Dietician and member of the Red Berry Grape Advisory Board, Nichola Ludlam-Raine, commented: “In simple terms, this means that while new Red Berry Grapes are sweet to the taste, the combination of phenols they contain alters the way these sugars are transported and absorbed in the gut.” “This has major implications for weight control, insulin response and dietary advice around fruit consumption, because we know that many consumers restrict intakes of these fruits rich in antioxidants because of concerns about the amount of sugar in fruit.” Punnets of the new BoomBites Red Berry Grapes are now on sale in M&S stores nationwide for a limited time.

Emmi UK's yogurt brand Onken is expanding its Naked clean label range with the launch of Onken Naked Big Pots, designed to satisfy demand for products packed with ‘natural goodness’. The yogurts are made with only three natural ingredients: milk, fruit and a hint of sugar. They are launching in two flavours, mango and raspberry, available in a 350g pot format. Onken said it is actively cutting back ingredients lists and focusing on cleaner, more transparent formulations in response to growing awareness of the potential health impacts of ultra-processed foods. The Naked products therefore contain no additives, flavourings or artificial ingredients. The new Big Pots build on the success of the Naked Pouch formats and Onken’s clean label Kiddos range for children. Onken said it partners directly with farmers to select fruit at peak ripeness, carefully assessing colour and sweetness to maximise authentic flavour. It uses a unique process to preserve the fruit’s natural taste, eliminating the need for artificial additives. The Big Pots contain live cultures and a natural source of calcium and protein to support overall health and wellness. They will be available initially in Sainsbury’s from today (3 September 2025), with an RRP of £2.25 per pot. Greg Brady, Onken brand manager, said: “Today’s consumers are looking for simplicity – and so are we. At Onken, we’re committed to offering healthier, more transparent options that align with the growing demand for clean label foods with minimal ingredients. That’s why we created our Naked Big Pots: a creamy, delicious yogurt made with straightforward, recognisable ingredients.”

Fox’s Burton’s Companies (FBC) has unveiled the Party Rings Celebration Cake, marking the brand's first foray into the celebration cake category. The new product, designed to resemble the iconic Party Rings biscuit, is now available in the UK at Tesco, with launches at Asda and Sainsbury's scheduled for later this month and next. Party Rings Celebration Cake is crafted from a Madeira sponge and topped with vibrant icing, appealing to consumers looking for fun, shareable options for family gatherings and special occasions. Priced at £14 and designed to serve ten, this cake aims to capitalise on the burgeoning celebration cake market, which is currently valued at £11 million and growing at a rate of 4.3% year-on-year. David Hebson, trade marketing director at FBC, said: “This launch is a natural extension of that, delivering what shoppers want while giving retailers a genuine point of difference in their fixtures”. The introduction of the Party Rings Cake is expected to not only drive incremental sales but also attract new customers to the celebration cake segment, which has seen a 5.6% increase in brand penetration. Consumer testing has indicated strong market potential, with feedback from frequent celebration cake buyers expressing enthusiasm for the product's playful design and nostalgia. As one participant noted: “A cake made to look like a Party Ring biscuit is exactly as I imagined it. It looks quite fun; it’s different”. With the Party Rings Celebration Cake, FBC is poised to leverage its strong brand equity and meet the evolving preferences of consumers seeking fun, affordable celebration options. The cake's rollout across major retailers will further enhance the visibility of the Party Rings brand, reinforcing its position within the competitive landscape of the UK confectionery market.

The Institute of Food Technologists (IFT), a non-profit organisation dedicated to advancing food science, has announced the appointment of Dr Margaret (Peggy) Poole as its 86th president, effective 1 September 2025. With over four decades of experience in the food industry and a robust 45-year membership with IFT, Poole's leadership is poised to drive significant advancements in food science and technology during a critical time for the global food system. Peggy Poole's extensive background includes pivotal roles in research and development, regulatory affairs, and quality assurance at renowned companies such as Kraft Foods, Häagen-Dazs, Leprino Foods and Bigelow Tea Company, where she most recently served as vice president of the Tea Division. Her diverse expertise equips her to address the complex challenges facing the food industry today, from regulatory compliance to innovation in product development. In her new role, Poole succeeds Dr Christopher Daubert , who has served as president and contributed to IFT's mission of enhancing food science since September 2024. Poole's leadership is expected to foster collaboration and innovation among IFT members, which includes a broad spectrum of professionals from academia, industry and government. “I am honoured to step into the role of IFT president,” Poole said. “I recognise the challenges and opportunities facing the global food system, and I am ready to guide IFT through them. This is a pivotal moment for our community, and I am excited to lead with clarity, courage, and a focus on advancing food science.” Poole's commitment to mentorship and community engagement is evident in her previous roles on the IFT board of directors, where she has actively participated in initiatives such as the Chief Research Officers Council and the IFT Student Association College Bowl. Her dedication to nurturing the next generation of food scientists aligns with IFT's mission to create a sustainable and accessible global food supply. Joining Poole in leadership is Dr Gunnar Sigge, who has been appointed as president-elect. Currently an associate professor and head of the Department of Food Science at Stellenbosch University in South Africa, Sigge brings a global perspective to IFT's initiatives. His experience in establishing a master's programme in food and nutrition security positions him to contribute significantly to IFT's mission of addressing shared challenges in the food industry. “Being based in South Africa, I see firsthand how IFT's reach and influence are truly global,” Sigge remarked. “I look forward to helping lead this incredible community as president-elect and working together to create a better food future for everyone.” As IFT navigates the complexities of the evolving food landscape, Poole's leadership is expected to enhance the organisation's role as a vital resource for food professionals. With a focus on science, technology and research, IFT aims to tackle pressing issues such as food safety, sustainability and nutrition. The Institute of Food Technologists has been at the forefront of food science since its inception in 1939, advocating for innovation and collaboration among its community of over 200,000 members.

Innocent Drinks has unveiled a new line of high-vegetable smoothies aimed at meeting the growing consumer demand for nutritious, low-sugar options. The launch of Green Goodness and Red Goodness smoothies marks a significant expansion of Innocent's product portfolio, positioning the brand to capitalise on health trends that prioritise vegetable intake. Green Goodness and Red Goodness smoothies boast an impressive vegetable content of 25% and 27%, respectively, while maintaining a fruit-forward flavour profile. Both smoothies contain no added sugar, aligning with consumer preferences for healthier beverage choices. Key ingredients include spinach, beetroot, spirulina and carrot, which not only enhance the nutritional value but also provide a delicious taste. Sarah Munday, head of research and development at Innocent, said: “Our taste buds have evolved, and we’ve found that not everyone is on the lookout for a sweet-tasting smoothie". She continued: "We’ve crafted our highest ever veg content smoothie that has no added sugar and offers delicious taste. Our mission is to get more people eating fruit and veg, and these smoothies are a step in that direction.” Currently available at Sainsbury's, the new smoothies will roll out to all major UK supermarkets in the coming months, offered in both 750ml and 250ml sizes. According to the World Health Organization, only 12% of Europeans meet the recommended daily intake of 400g of fruits and vegetables. Innocent's new product line directly addresses this gap, providing a convenient and tasty way to increase vegetable consumption. The smoothies are designed to count toward one of the five daily servings of fruits and vegetables, making them an attractive option for busy consumers.

In a move to bolster its presence in North America, Jungbunzlauer, a producer of sustainable ingredients, has purchased a multipurpose production facility in Thomson, Illinois, from IFF. This acquisition marks a significant step in Jungbunzlauer’s efforts to enhance its operational capabilities and better serve its US clientele. CEO Bruno Tremblay highlighted the importance of this acquisition: “Establishing a US manufacturing footprint allows us to work closer to many of our US customers, better understand their challenges, and deliver solutions that truly make a difference”. The transaction is expected to finalise in early Q4 2025, pending regulatory approvals and customary closing conditions. Tremblay noted that the immediate focus post-acquisition will be on adapting the site to meet Jungbunzlauer's specific production needs, with plans for future hiring to be announced as operational strategies are finalised. Jungbunzlauer, headquartered in Basel, Switzerland, has been a pioneer in producing high-quality, sustainable ingredients sourced from natural products. The company serves a diverse range of industries, including food and beverage, nutrition, and personal care, with a commitment to developing naturally derived solutions that enhance everyday life. With over 150 years of experience and a robust portfolio that includes texturants, acidulants and sweeteners, Jungbunzlauer aims to leverage this acquisition to reinforce its market position in the competitive North American landscape. The company currently operates large-scale fermentation facilities across Europe and North America, serving more than 130 countries worldwide. The facility will not include IFF’s commercial business, product lines or employees, and the financial terms of the deal remain undisclosed. Featured image: © Jungbunzlauer

In a bold move signalling potential upheaval within PepsiCo, Elliott Management has disclosed a substantial $4 billion investment in the beverage and snack giant. This stake, one of Elliott's largest, comes as the firm calls for a strategic turnaround to address what it describes as underperformance in PepsiCo's North America beverages unit and to restore growth momentum. Elliott's critique centers on PepsiCo's North America beverages division, which has reportedly lagged behind competitors due to a series of strategic missteps. The investment firm highlighted issues such as market share losses in the soda category and a diluted focus stemming from the introduction of numerous new brands and products. Elliott's letter to PepsiCo emphasised the need for a reevaluation of its bottling network, suggesting a re-franchising approach similar to that of rival Coca-Cola. “PepsiCo must defend its core franchises in carbonated soft drinks with incremental marketing and innovation while selectively expanding in growing categories,” Elliott stated. The firm’s call for action comes at a time when branded packaged food companies are grappling with sluggish sales and high commodity costs, necessitating an urgent reevaluation of business strategies. PepsiCo's stock has seen a decline of approximately 25% since reaching a record high in May 2023, reflecting investor concerns over the company’s growth trajectory. In contrast, shares rose about 2% following the news of Elliott's investment, suggesting market optimism regarding potential changes in leadership and strategy. The broader landscape for packaged food companies has been challenging, particularly as they navigate the aftermath of price hikes implemented during the Covid-19 pandemic. As consumer preferences shift towards healthier options, PepsiCo's ongoing transition to a portfolio that highlights nutritious drinks and snacks is critical for regaining market confidence. Elliott Management is no stranger to activist campaigns within the food and beverage sector. The firm previously orchestrated a significant restructuring at Honeywell and has a history of influencing strategic decisions in major corporations. This latest intervention at PepsiCo echoes past efforts by activist investors, including Nelson Peltz's unsuccessful campaign to split PepsiCo's beverage unit from its snack division nearly a decade ago. As PepsiCo evaluates Elliott's proposals, the company has indicated it will consider the suggestions in light of its existing strategy, which includes targeted investments in innovation and a commitment to portfolio transformation. Earlier this year, PepsiCo announced plans to rebrand its Lay's and Tostitos products to eliminate artificial colours and flavours, aligning with growing consumer demand for transparency and health-conscious options.

JBT Marel has officially launched the ProDose Pineapple Wax Dosing Machine, a fully automated solution that enhances the way pineapple producers manage post-harvest freshness. The ProDose Pineapple addresses longstanding issues associated with traditional wax application methods, which often rely on manual processes prone to human error. These outdated techniques can lead to inconsistent wax coverage, accelerated spoilage, and excessive waste. By automating the waxing process, the ProDose Pineapple ensures precise dosing, significantly reducing both labour costs and the risk of product loss. “Traditionally, wax dosing has been a labour-intensive task requiring frequent manual intervention, which can compromise fruit quality,” said Christina Campos, general manager of JBT Marel. She added: “The ProDose Pineapple not only automates this critical step but also enhances food safety and quality, reflecting our commitment to innovation in the produce sector”. The ProDose Pineapple is designed for scalability, making it an ideal solution for high-volume pineapple producers. Key features include: Automated dilution and tracking: The system automates the dilution process and monitors every dose, allowing operators to focus on quality control rather than manual tasks. Customisable application settings: Producers can adjust settings based on different pineapple varieties and external conditions, ensuring optimal freshness for each batch. Real-time monitoring: The machine offers user-friendly data logging, enabling seamless integration with existing operations and providing real-time visibility into the waxing process. With these capabilities, the ProDose Pineapple not only enhances operational efficiency but also empowers producers to meet the growing demand for high-quality, fresh produce. The automation of waxing not only extends shelf life but also aligns with industry trends towards sustainability and waste reduction. “By minimising wax waste and ensuring consistent application, the ProDose Pineapple sets a new benchmark for freshness in the produce industry,” said Fernando Edagi, product line director for JBT Marel fresh produce technologies. He continued: “This technology is a game-changer for producers looking to enhance their competitiveness in a rapidly evolving market”.

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.