Jason’s Sourdough has announced it’s 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,” it said.
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. This reflects growing demand for premium, sourdough options outside of the traditional bread format, the brand added.
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,” the baker added. The eight-packs carry an RRP of £2.
Jason Geary, master baker at Jason’s Sourdough, said: “We’ve always believed in doing the classics right. 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’re lighter, more versatile and perfect for snacking, but still crafted with the quality and care that defines what we do.”
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