Available exclusively in Tesco from 31st August
Jason’s Sourdough, the UK’s number one sourdough brand[1], is expanding its bakery portfolio with the launch of its first-ever Fibre Range, featuring a Seeded Fibre Loaf and Every Day Seeded Fibre Rolls.
Despite being a cornerstone of gut and metabolic health, dietary fibre is an everyday nutrient that often gets ignored. The UK government’s Recommended Daily Allowance (RDA) for adults is 30g of fibre per day, yet a staggering 96% of UK adults fall short of this target, consuming an average of just 16.2g daily[2]. This new launch has been specifically developed to assist this “fibre gap” by helping shoppers naturally and effortlessly increase their daily fibre intake through staple daily meal options.
Rolling out exclusively into selected Tesco stores nationwide, on 31st August, Jason’s new Fibre range has been developed to broaden access to convenient, better-for-you bakery options without compromising on taste, authenticity, or quality.
The launch builds on the strong performance of Jason’s Sourdough’s existing bread with benefits range. Following the success of its Protein Loaf, the brand expanded its offering last year with the launch of Everyday Protein Rolls, providing consumers with a convenient format that delivers the same great taste and texture they have come to expect from Jason’s Sourdough. This new fibre-filled launch responds to growing consumer demand for premium sourdough with added functional benefits.
NEW! Jason’s Sourdough’s Seeded Fibre Loaf
RRP: £2.80
Available at: 320 Tesco Stores nationwide
Pack weight: 580g
The new Everyday Seeded Fibre Loaf from Jason’s Sourdough offers a convenient and delicious way to add more fibre to everyday meals. Delivering 5g of fibre per average slice, the sourdough loaf is fermented for up to 24 hours and made with no yeast, additives or preservatives, creating a rich flavour and distinctive texture with every slice.
NEW! Jason’s Sourdough’s Every Day Seeded Fibre Rolls
RRP: £1.90
Available at: 480 Tesco Stores nationwide
Pack weight: 320g
Responding to growing shopper demand for convenient bakery options for lunch and food-to-go occasions. The Everyday Seeded Fibre Rolls deliver 8g of fibre per roll and are packed with a blend of mixed seeds, such as Sunflower Seeds, Golden Linseed, Poppy Seeds, and Pumpkin Seeds, while retaining the great flavour and texture that’s true to the brand.
“We’re constantly evolving our range to reflect how people are eating today,” says Jason Geary, Master Baker at Jason’s Sourdough. “While most of us know fibre is important, the reality is that almost all of us are missing the mark. With the daily RDA sitting at 30g, but the average person only getting about half of that, we wanted to make meeting that target as easy and natural as having your morning toast or a lunchtime sandwich.
“By combining innovation with our baking heritage, we’ve created high-fibre recipes with carefully selected seeds that deliver the flavour and quality consumers expect from Jason’s, while fitting seamlessly into modern lifestyles.”
Nichola Ludlam-Raine (@nicsnutrition), Specialist Registered Dietitian, says “Fibre is not a single ingredient with a single job: different fibres support our digestion, gut bacteria and wider long-term health, which is why variety matters. The most sustainable nutrition changes are often the ones that fit naturally into everyday life.
A higher-fibre version of a food you already enjoy, such as bread, can make progress feel much more achievable. Switching your usual bread for a genuinely higher-fibre option such as Jason’s Sourdough Seeded Fibre Loaf and Rolls is a small, realistic change that can make a meaningful contribution to your daily fibre intake.”
The launch is the latest step in Jason’s mission to redefine the bakery category, combining traditional methods with formats that resonate with shoppers.
With more than a century of baking heritage, Geary’s, the family-run bakery behind Jason’s Sourdough, continues to balance time-honoured craft with a forward-thinking approach. Every Jason’s Sourdough product is made using a slow fermentation process, delivering the signature tang and texture consumers know and love.
As demand for sourdough and premium bakery products continues to grow, Jason’s Sourdough remains steadfast in its commitment to quality. Just six years after launch, Jason’s has secured its place as the UK’s number one sourdough brand, and the third biggest supermarket bread brand[3], taking on established players and strengthening its influence across the bakery category.
Building on this expertise, the launch of its new Fibre Range marks the brand’s latest innovation, bringing the same care and craftsmanship to a new format, while staying true to its baking roots.
[2] FoodFacts (2026) Why 96% of UK adults miss daily fibre goals (and how to fix it). Available at: https://www.foodfacts.org/articles/why-uk-adults-miss-daily-fibre
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