Jason's Sourdough Crumpet Thins are the bakery brand's latest addition to its sourdough lineup that targets consumer texture preferences to help them access a premium experience from the comfort of home.
The product features the brand's signature crumpet dough with only four ingredients including flour, water, salt and fermented wheat flour. The crumpet is baked very thinly to accommodate being toasted to an extra-crispy consistency for a satisfying crunch that isn't too hard. The bakery product is being rolled out now in the UK in packs with eight servings priced at £2.
Master Baker Jason Geary commented on the Jason's Sourdough Crumpet Thins saying, "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."
Why This Trend Is Growing
- Texture-first Baking
- The growing focus on crispness, lightness, and mouthfeel creates space for bakery brands to differentiate everyday staples through sensory-led product formats.
- Premium At-home Snacking
- Consumers are increasingly seeking café-style bakery experiences at home, making versatile toasted products a platform for affordable indulgence and meal flexibility.
- Minimal-ingredient Fermentation
- Fermented doughs with short ingredient lists align with demand for authenticity, enabling premium positioning through simplicity, flavor depth, and perceived craft.
Industries Being Reshaped
- Bakery
- Texture-led innovation in breads, crumpets, and morning goods offers bakeries a path to refresh familiar categories without relying on complex ingredient systems.
- Packaged Snacks
- Crispy sourdough formats blur the line between baked goods and snack products, expanding opportunities for lighter, premium alternatives to conventional crunchy snacks.
- Grocery Retail
- Shelf-ready bakery products with artisan cues and accessible pricing support differentiated private-label and branded offerings in everyday premium food aisles.
