Jason's Sourdough is expanding its bakery portfolio with the launch of Crumpet Thins.

Rolling out in Morrisons from 15 July, the new product has been developed to offer shoppers a lighter, crispier alternative to traditional crumpets while creating additional eating occasions across breakfast, brunch, lunch and snacking.

Made using the brand's signature slow fermentation process, Jason's Sourdough Crumpet Thins contain just four ingredients – flour, water, salt and fermented wheat flour – delivering a crisp, golden texture when toasted while retaining the distinctive flavour profile associated with sourdough. The new SKU will retail at an RRP of £2.00 for an eight-pack.

The launch follows the success of Jason's Proper Sourdough Crumpets, which have secured listings across Tesco, Morrisons, Ocado and Waitrose since their launch, reflecting increasing demand for premium sourdough products beyond the traditional bread category.

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 are lighter, more versatile and perfect for snacking, while still crafted with the quality and care that defines what we do."

The launch forms part of the brand's wider strategy to extend sourdough into new bakery formats while capitalising on growing shopper interest in premium everyday staples.

Produced by family-owned bakery Geary's, which has more than 100 years of baking heritage, every Jason's Sourdough product is made using a traditional slow fermentation process and the brand's signature sourdough starter.