Jason’s Sourdough has expanded beyond bread for the first time with the launch of its Proper Sourdough Crumpets.
Made from just flour, water, salt, and fermented wheat flour – which comes from a 45-year-old mother sourdough nicknamed ‘Sidney’ – the crumpets have been rolled out at 700 Tesco stores nationwide (rsp: £1.60 for a pack of six).
They are described as having a delicately crisp exterior, a light, open structure, and the distinctive tang of real sourdough.
“Crumpets are a completely new segment for us, and this launch marks an exciting step in the growth of our brand,” says Jason Geary, master baker at Jason’s Sourdough and CEO of its manufacturer Geary’s Bakeries.
“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,” he added.
Demand for clean label, premium bakery products is in growth, noted the company, with its crumpets free from preservatives, seed-oils, emulsifiers, added yeast, or artificial additives. They also have no sugar, bi-carb or baking powder, just naturally leavened with its sourdough starter and long fermentation process.
The latest NPD from Jason’s Sourdough follows its June launches of new ‘Creations’ flavoured loaves and Seeded Protein Rolls, having just begun operations at its custom-built £36m bakery in Leicester.
The top bread brand Warburtons created a TV ad earlier this year that focussed on its crumpets, with Oscar winner Olivia Colman visiting the Bolton headquarters in a ruse to getaway with a vehicle full of them. British Baker editor Amy North subsequently argued in favour of National Treasure status for crumpets.
Other bakery firms launching new crumpets recently include Deli Kitchen and Crumpetorium.
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