Jason’s Sourdough, the UK’s number one sourdough brand, is partnering with mental health charity, Mind, to launch the Mindful Loaf.
Rolling out exclusively into Tesco from 31st August, Jason’s will donate 10p from every loaf sold to Mind. The Mindful Loaf is made with pumpkin seeds which are a source of magnesium, which contributes to psychological function, as well as chia & flax seeds which are sources of omega-3 fatty acids, supporting normal brain function.
Mind, the leading mental health charity, believe that everyone should have access to mental health support that makes them feel seen, and starts on the day they ask for help. Through services like their helplines, website and online peer support community, together with the network of local Minds, rooted in communities across England and Wales, they offer frontline support when and where it’s needed.
Raising awareness
Jason Geary, Master Baker at Jason’s Sourdough says: “We’re proud to be kicking off our partnership with Mind with the launch of our new Mindful Loaf. With awareness around mental wellbeing continuing to grow, shoppers are increasingly conscious of how their diet contributes to this. That’s why we’ve developed a recipe with ingredients known for supporting brain function using our traditional baking heritage with the quality that aligns with our brand.
“As a company it felt important that we support the great work that Mind do, and as such 10p of each loaf sold will be donated directly to the charity.”
With more than a century of baking heritage, Geary’s, the family-run bakery behind Jason’s Sourdough, continues to balance time-honoured craft with a forward-thinking approach. Every Jason’s Sourdough product is made using a traditional slow fermentation process, delivering the signature tang and texture consumers know and love.
Increasing demand for sourdough
As demand for sourdough and premium bakery products continues to grow, Jason’s Sourdough remains steadfast in its commitment to quality. Just six years after launch, Jason’s has secured its place as the UK’s number one sourdough brand, and the third biggest supermarket bread brand], taking on established players and strengthening its influence across the bakery category.
This functional range launch builds on the simultaneous launch of the NEW Fibre Range, featuring the Every Day Seeded Fibre Rolls and a Seeded Fibre Loaf.
