Jason’s Sourdough, the UK’s No.1 sourdough brand, is introducing a brand-new format to the nation’s bread baskets with the launch of The Jason’s Great White Unsliced Whole Boule. Using the same loved recipe as its sliced bestseller, the Great White Loaf, the Whole Boule arrives unsliced, giving shoppers the freedom to cut it thick, thin, rustic or refined.
Available now in 300 Tesco stores nationwide, this launch builds on the brands mission to make proper sourdough more accessible to everyday consumers while never compromising on quality. The Whole Boule underlines the brand’s commitment to delivering proper bread with simple ingredients, free from preservatives, emulsifiers, added yeast or artificial additives.
NEW! The Unsliced Whole Boule
RRP: £2.70
Made only with simple ingredients – wheat flour, water, rye flour, salt & fermented wheat flour – The Unsliced Whole Boule undergoes a fermentation process up to 24-hours to deliver the flavour and texture that’s true to brand, using time as the key ingredient.
The Unsliced Whole Boule has been designed with flexibility in mind. It’s the right size for modern households to help reduce waste, but equally perfect for entertaining. Warm it in the oven for five minutes to recreate that just-baked aroma, use it as the centrepiece for a family dinner, or hollow it out to serve soups, stews or dips. It’s as adaptable as it is flavourful.
“The boule is the loaf that does it all – you can chop it chunky, slice it thin, or tear and share it at the table,” says Jason Geary, Master Baker at Jason’s Sourdough. “Some people want their bread as the star of the meal, others want it to play a supporting role – the Unsliced Whole Boule lets them choose, and that’s what makes it so exciting. We’re delighted to bring our signature sourdough in a new format to our customers and continue expanding the brand’s innovation.”
The Unsliced Whole Boule follows the introduction of Jason’s Proper Crumpets, which reimagined a household favourite through a sourdough lens. Together, these launches reflect the brand’s strategy of expanding into new formats while holding firm to its philosophy: simple ingredients, no unnecessary additives, and flavour that comes from time and expertise, not shortcuts.
With over a century of baking heritage, Geary’s continues to combine traditional craft with a modern approach. Focusing on quality over quantity, Jason’s Sourdough products are all made using a long fermentation process and their unique sourdough starter, creating the signature tang and texture that consumers love.
As appetite for sourdough and premium bakery continues to rise, Jason’s Sourdough remains committed to quality and has cemented its position as the UK’s No.1 Sourdough brand, challenging the big branded players and reinforcing its growing influence in the bakery sector.