Jason’s Sourdough, the UK sourdough brand, is expanding its bakery portfolio with the launch of Crumpet Thins, the latest addition to its fast-growing crumpet range, designed to bring a lighter, crispier texture to the fixture.
The launch builds on the strong performance of Jason’s Proper Sourdough Crumpets, its more traditionally shaped crumpet range, which has rapidly scaled distribution since launch and is now listed across Tesco, Morrisons, Ocado and Waitrose. This reflects growing demand for premium, sourdough options outside of the traditional bread format.
Simple ingredients and slow fermentation
Crafted using Jason’s signature slow fermentation process and made with just four simple ingredients of flour, water, salt and fermented wheat flour, Crumpet Thins deliver a golden, buttery crunch when toasted, offering shoppers an elevated take on the everyday staple.
Rolling out into Morrisons on 15th July, the new line has been developed to broaden usage occasions, from breakfast and brunch through to lighter lunches and snacking, helping retailers drive incremental value within the crumpet category.
“We’ve always believed in doing the classics right”, says Jason Geary, Master Baker at Jason’s Sourdough. “After the success of our original Proper Sourdough Crumpets, Crumpet Thins felt like a natural next step. We’ve focused on creating something that gives you that satisfying crunch, with the same deep, authentic sourdough flavour people love. They are lighter, more versatile, and perfect for snacking, but still crafted with the quality and care that defines what we do”.
The launch is the latest step in Jason’s mission to redefine everyday bakery through sourdough, combining traditional methods with formats that resonate with modern shoppers.
With more than a century of baking heritage behind it, 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 slow fermentation process and its distinctive sourdough starter, delivering the signature tang and texture consumers know and love.
As demand for sourdough and premium bakery products continues to grow, Jason’s Sourdough remains steadfast in its commitment to quality. Just 6 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.
Building on this expertise, the launch of Crumpet Thins marks the brand’s latest innovation, bringing the same care and craftsmanship to a new format, while staying true to its baking roots.
