‘Jason’s Great White Unsliced Whole Boule’ is made using the same recipe as its sliced equivalent the ‘Great White Loaf’, giving shoppers the freedom to cut it thick, thin, rustic or refined.
Available now in 300 Tesco stores nationwide at £2.70 per loaf, the launch builds on the brand’s mission to make sourdough bread more accessible. The unsliced whole boule is made with simple ingredients and is free from preservatives, emulsifiers, added yeast or artificial additives.
“The boule is the loaf that does it all – you can chop it chunky, slice it thin, or tear and share it at the table,” said Jason Geary, master baker at Jason’s Sourdough.
“Some people want their bread as the star of the meal, others want it to play a supporting role - the Unsliced Whole Boule lets them choose, and that’s what makes it so exciting. We’re delighted to bring our signature sourdough in a new format to our customers and continue expanding the brand’s innovation.”
The news comes shortly after Jason’s Sourdough announced the launch of its first-ever range of sourdough crumpets.
The crumpets are now listed in 700 Tesco stores and retail at £1.60 per pack.
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, it was revealed last month that Roberts Bakery had proposed the closure of its manufacturing site in Ilkeston.
The Derbyshire facility 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 that the trade union was “deeply concerned” about the possible impact on its members.
