Jason’s Sourdough is expanding its bakery portfolio with the launch of Crumpet Thins, a lighter-format innovation designed to strengthen its position in the premium bakery and sourdough-adjacent snacking segments.
The launch follows strong performance from the brand’s existing Proper Sourdough Crumpets range, which has achieved rapid distribution growth since introduction and is now stocked across major UK retailers including Tesco, Morrisons, Ocado and Waitrose. The expansion reflects continued retailer appetite for premium, differentiated bakery lines beyond standard bread formats.
Crafted using Jason’s signature slow fermentation process and a four-ingredient recipe of flour, water, salt and fermented wheat flour, Crumpet Thins are positioned as a crispier, lighter alternative within the crumpet category. The format is designed to deliver a more versatile eating experience, with a strong toasted crunch and the brand’s established sourdough flavour profile.
The new product will roll out into Morrisons from 15 July. It has been developed to support multiple usage occasions including breakfast, brunch, light lunch and snacking, with the aim of driving incremental category value and broadening consumer usage of crumpets beyond traditional occasions.
“We’ve always believed in doing the classics right”, said 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 part of a wider innovation strategy from Geary’s Bakery, the family-run business behind the brand, which continues to combine traditional baking methods with product development aimed at evolving shopper demand.
With more than a century of baking heritage, Geary’s has positioned Jason’s Sourdough as a leading player in the UK premium bakery segment. The brand now holds the position of UK’s number one sourdough brand and is among the top three supermarket bread brands, reflecting its growing share in a competitive category traditionally dominated by long-established incumbents.
The introduction of Crumpet Thins represents the latest step in Jason’s Sourdough’s strategy to extend its sourdough expertise into adjacent bakery formats, reinforcing its role in driving premiumisation and category growth within the UK bakery market.
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