Morrisons is set to introduce a new product to its shelves on July 15: Jason's Sourdough Crumpet Thins, a lighter version of the brand's original Proper Sourdough Crumpets. The launch follows the success of the original crumpets, which are currently available in selected stores.
Product Details and Launch
The Crumpet Thins are described as a more versatile snacking option, retaining the authentic sourdough flavour that Jason's is known for. Jason Geary, Master Baker at Jason's Sourdough, explained: “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, but still crafted with the quality and care that defines what we do.”
The original crumpets are made using a mother sour culture with no added yeast, preservatives, additives, or emulsifiers. The company emphasizes that their products are crafted with traditional methods and no shortcuts. The Crumpet Thins are expected to retail at £2 for an eight-pack.
Mixed Customer Reviews
Despite the brand's popularity, the original crumpets have received mixed feedback from Morrisons customers. One shopper described them as “horrible,” while another wrote: “The first 2 I tried tasted a bit odd. Wasn't sure about the after taste. Tried 2 the next day & decided they weren't for me. My partner had the remaining 2 & didn't like them for the same reason. Won't be buying again.” In contrast, a different customer praised them: “Lovely and springy, toasted well, went down a treat.” Another reviewer noted: “Don't get me wrong. I'm a big fan of Jason's and hardly ever use anything else, but these crumpets just don't cut it. Not sure what it is but they are not that appetising. Sorry.”
Brand Growth and Market Position
Jason's Sourdough has become the UK's number one sourdough brand and the third largest supermarket bread brand within six years of launching, according to The Grocer. The brand's value sales surged by 114.5% last year, reaching £79.5 million. The Morrisons website description for the original crumpets, priced at £1.50 (down from £1.85), highlights that they blend “traditional methods with new ideas” and are “created without yeast, sugar or additives, corners are never cut and nothing is ever rushed.”
The Crumpet Thins will be available in Morrisons stores starting July 15, offering customers a new option in the sourdough crumpet category.
