Bread isn’t going out of trend any time quickly, and one baking firm is hoping its gently fermented sourdough might be successful with health-conscious customers.

As a nation, now we have at all times been an enormous lover of baked items, though the as soon as customary ‘wrapped bread from a big model’ has fallen out of favour. With so many processed breads utilizing high-activity yeast for quicker manufacturing, customers have began to steer away for worry of bloating.
As a substitute, consideration is diverted in the direction of extra pure and sincere substances, with customers choosing artisanal and traditionally-baked breads. Additive-free choices and sluggish fermentation that’s mild on the abdomen are rising in recognition.
Sourdough or sour-faux?
At Jason’s we needed to deliver artisanal sourdough to everybody, not solely individuals who dwell close to a bakery and may afford it every so often. We solely use substances which might be wanted and don’t embrace components, preservatives or added sugars.
There are numerous processed high-activity yeast loaves with descriptions corresponding to ‘with sourdough’ and we needed to remain distant from this. Our sourdough is one hundred pc actual and pure utilizing conventional 24-hour fermentation processes which provides it its mild nature.
Since launching in M&S shops in March 2020, our model has acquired large positivity; and as we enter 2021, we proceed to have a look at increasing our vary of loaves to include trending flavours with our rising viewers. With customers more and more searching for tasty options in alignment with wholesome existence, we foresee merchandise that supply well being advantages, corresponding to a discount in sugar and gut-health properties, will stay common.
In the course of the first UK lockdown (March 2020), there was excessive demand for cabinet staples, ie, gadgets with a protracted shelf-life, that also held nice dietary worth and style. With our launch coinciding with the lockdown, we had been introduced with an awesome alternative as customers sought long-lasting loaf of their weekly retailers. As a result of sourdough freezes nicely, folks may purchase a number of at a time – decreasing the necessity for normal store visits.
Every of Jason’s Sourdough Ciabattin loaves are filled with wealthy flavour and use recipes rooted within the model’s household heritage with our White, Grains & Seeds and Craft Beer variants. Our white sourdough creates a basic staple, nicknamed ‘crumpet bread’ which is sweet for toasting, whereas the Grains & Seeds is our healthiest choice, as we’ve soaked the seeds to offer extra vitamins, which digest higher.
Our Craft Beer variant is a real testomony to the innovation of Jason’s Sourdough; we needed this last creation to face out from the group. We’ve changed a few of the water within the dough with certainly one of our favorite native craft beers to embody a singular and genuine flavour, and the result’s a scrumptious, wealthy hoppy style. This loaf incorporates the thrilling new potentialities of flavour and craft in conventional sourdough processes.
A standard sourdough starter takes quite a bit longer to ferment than a traditional loaf of bread
A packaging makeover
Jason’s Sourdough has undergone considerably of a makeover in not too long ago, because the model seems to be to replicate the generations of experience which have helped encourage a few of its recipes.
The packaging refresh reinforces our heritage and sourdough credentials, whereas the clear movie permits customers to see what they’re shopping for. We opted for modernised, punchier packaging branding to focus on our speciality in sourdough, with crafted recipes giving wonderful style and dietary worth, and we constantly look to extend our sustainability by our packaging and growth.
We additionally needed to focus on our character as a model, connecting with our clients and crafting the model tone and id, while utilizing sensible packaging which is now resealable, to make sure the bread stays recent for even longer.
We made the choice to incorporate my image on the packaging, to make clients really feel extra linked to the model and the folks behind it.
To encapsulate the distinctive heritage of Jason’s, we additionally embrace the recipe quantity on our packaging, which traces again to the household recipe e-book (used for the reason that Sixties). This small piece of historical past was handed onto me not way back and I’m completely happy to have the ability to share a bit of piece of our story with our clients.
Preserving it easy
Shoppers are more and more turning into conscious of the advantages of gut-healthy meals, and the direct correlation between the intestine and our serotonin ranges.
At Jason’s, we perceive the significance of pure and sincere substances. Our mild baking processes, low yeast and low glycaemic index provide gut-health advantages, together with decreased bloating and sustaining secure blood sugar ranges.
At a time the place we’re all specializing in our well being and wellbeing (maybe greater than ever earlier than), we hope we are able to do our bit to assist reassure those that our bread will not be solely scrumptious however a more healthy selection.
We additionally need it to be simple for folks to see what’s of their bread, to allow them to make knowledgeable decisions – and that’s why we listing our substances on pack.

Associated topicsAllergens, COVID-19, Meals & Drink, Well being & Vitamin, Elements, Labelling, New product growth (NPD), Packaging & Labelling, retail, Shelf life, Grocery store, The buyer