Jason’s Sourdough, the UK’s leading sourdough brand, has expanded its presence in Tesco with the introduction of a new line of premium toasties, now available in 355 stores nationwide.
Building on the success of its Hot Food-To-Go toasties launched earlier this year across foodservice and travel outlets, Jason’s Sourdough has reimagined the range for at-home enjoyment. The move responds to rising consumer demand for convenient, high-quality, ready-to-eat options that deliver both taste and authenticity.
The new toasties can be found in Tesco’s Snacking and Savouries section within the chilled aisle. Two indulgent flavours—Ham Hock & West Country Mature Cheddar and Three Cheese—join the line-up, sitting alongside household names such as Ginsters, Pukka, and Rustlers. Offering a less processed, more artisanal alternative, each toastie is ready in just five minutes and can be prepared using a grill, oven, air fryer, or panini press.
Jason’s Sourdough Toasties:
RRP: £3.75
- Ham Hock & West Country Cheddar – Slow cooked Pulled Ham Hock with West Country Mature Cheddar and Dijon Mustard on Jason’s White Sourdough Ciabattin.
- Tangy & Mature Three Cheese Toastie – Emmental, Cheddar & Italian hard cheese on Jason’s White Sourdough Ciabattin
Hear the crunch of perfectly toasted bread and see the cheese ooze with these hot, new toasties. A delicious toastie is nothing without the joy of a perfectly tangy, soft centre and crispy-on-the-outside sourdough.
“At Jason’s Sourdough, our Ciabattin is often described by customers as ‘the best toast ever’, and this inspired us to create a toastie that delivers the same crispness and flavour”, says Jason Geary, Master Baker at Jason’s Sourdough. “Pre-made toasties often miss that satisfying crunch, so we developed this range to put texture back into toasties while keeping flavour front of mind. Designed for busy consumers, whether eaten hot immediately or chilled and heated later, these toasties bring the crunch and taste our customers love in every bite.”
With over a century of baking heritage, Jason’s Sourdough continues to combine traditional craft with a modern approach, using its unique sourdough starter to deliver the signature tang and texture that consumers love. The brand’s toasties are made with its signature sourdough Ciabattin, which undergoes a long fermentation process for a distinctive flavour and texture. Staying true to the brand’s ethos, the toasties are crafted with slow-cooked meats, aged Cornish cheddar from Cornish cows, and full-flavoured sauces, while remaining free from seed oils and gums.
This launch highlights Jason’s Sourdough’s commitment to craftsmanship and high-quality bakery products, offering shoppers convenient, flavourful options across multiple formats. As appetite for sourdough and premium bakery continues to rise, Jason’s Sourdough continues to lead the category, cementing its position as the UK’s No.1 Sourdough brand, challenging the big branded players and reinforcing its growing influence in the bakery sector.