‘Proper Sourdough Crumpets’ are available now in 700 Tesco stores nationwide, with each pack of six retailing at £1.60.
The crumpets are made with natural ingredients and are free from preservatives, seed-oils, emulsifiers, added yeast or artificial additives. They also contain no sugar, bi-carb or baking powder.
Commenting on the launch, master baker at Jason’s Sourdough Jason Geary 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.”
This launch builds on the success of Jason’s Sourdough Creations and Jason’s Everyday Seeded Protein Rolls and follows the opening of a £36 million custom-built bakery in Leicester, which was announced earlier this year.
Jason’s Sourdough, which is owned by Geary’s Bakery, is now the number one sourdough brand in the UK based on sales.
In related news, Roberts Bakery announced last week that it has proposed the closure of its manufacturing site in Ilkeston.
The Derbyshire site is focused on the production of speciality breads and morning goods, and employs 38 people whose jobs are now at risk. In response, Bakers Food and Allied Workers Union general secretary Sarah Woolley said the trade union was “deeply concerned”.
