Jason’s Sourdough launches Crumpet Thins, expanding its retail range

Jason’s Sourdough added Crumpet Thins on June 30, pushing its sourdough range further beyond standard loaves and into a thinner, toast-ready format aimed at breakfast, brunch, lighter lunches and snacking. The launch is another clear sign that sourdough is moving from artisan identity into a broader packaged-bakery platform.

The new line builds on the success of Jason’s Proper Sourdough Crumpets, which have scaled quickly since their 2025 debut and are now listed across Tesco, Morrisons, Ocado and Waitrose. That reach gives the brand national retail weight, not the feel of a one-off novelty. British Baker said the original crumpets were rolled out in 700 Tesco stores nationwide at an rsp of £1.60 for a six-pack.

Crumpet Thins keep the brand’s clean-label story intact. They are made with just flour, water, salt and fermented wheat flour, the last of which comes from a 45-year-old mother sourdough nicknamed Sidney. Jason’s says its core loaves use a 24-hour slow-fermentation process and contain no commercial yeast, preservatives, emulsifiers or additives, and Morrisons’ product page says the crumpets are made without yeast, sugar or additives.

Jason Geary, Jason’s Sourdough’s master baker, called the new format a logical extension of the existing range. “After the success of our original Proper Sourdough Crumpets, Crumpet Thins felt like a natural next step,” he said. Geary is the 4th-generation master baker in the family business, which has built its name on award-winning recipes handed down over decades.

The retail momentum behind the brand has been hard to ignore. British Baker said Jason’s Sourdough overtook Kingsmill to become Britain’s third biggest bread brand, with £79.5m in sales for the 52 weeks to 6 September 2025, up £42.4m year on year, or 114.5%. A February 2026 industry profile put Jason’s among the UK’s four biggest bread brands within five years.

Crumpet Thins fit that trajectory neatly. The texture may be lighter and the format smaller, but the strategy is familiar: take a sourdough message that once lived on premium loaf shelves and turn it into something shoppers can drop into the toaster aisle without thinking twice.