Bread winner: what's the story behind Jason’s sourdough?

Are you obsessed with Jason’s Sourdough? If so, you’re not alone. The supermarket breadstuff has go a bestseller and cult deed successful the UK. Latest Kantar figures uncover that Jason’s is inactive increasing astatine much than 100 per cent year-over-year.

After seeing radical rave astir it online — chiefly TikTok — I decided I needed to cognize what the fuss was about.

When I posted astir my curiosity astir Jason’s connected Instagram, I was inundated with replies. People came retired of the woodwork to explicit their emotion for it. “It comes sliced and it’s sooooo delicious” wrote 1 user. “This is hands down the champion bread” wrote another. 

I wanted to cognize 2 things. When did everyone determine this was the champion bread, and is it worthy the hype?

The sourdough breadstuff has nary additives, is debased successful ingredients and debased successful gluten, which makes it the perfect prime for health-conscious types. It’s besides priced precise reasonably astatine the £2.30 mark, making it importantly cheaper than astir different supermarket sourdoughs and artisans.

The marque launched successful 2020 a fewer weeks earlier the Covid-19 lockdown. Pretty astute timing; everyone was successful the highest of their sourdough craze, whether it was making it oregon consuming it. Four years later, and it’s inactive expanding successful popularity.

Jason Geary is the 4th procreation maestro baker successful the Geary’s bakery household business. Geary told the Standard: “Our sourdough is due sourdough, made with nary added yeast and made utilizing our ain starter culture.

“We cook utilizing the simplest of ingredients – flour, water, brackish and fermented wheat flour. Consumers tin spot they are buying breadstuff that has the champion prime ingredients without immoderate added preservatives, additives, emulsifiers, sweeteners oregon oils.”

Geary went connected to explicate that “more radical are precise conscious of the ingredients successful their nutrient and not wanting to devour excessively overmuch ultra-processed foods”.  

The archetypal situation is uncovering determination that sells it. I headed to my nearest Tesco, and to my astonishment each 4 shelves of Jason’s scope were sold out. The pistillate moving determination told maine that it sells retired each day. “People are brainsick astir it,” she said. 

I tried again the pursuing day, and luckily determination were 2 loaves left. I picked up the 08 Ciabattin and the 01 The Great White. I’m told these are highly fashionable choices, and some are sliced achromatic sourdough. I was amazed to spot that the 08 Ciabattin has 1 large sensation star. This is usually a large motion arsenic it appears connected premium products which person been approved by experts.

I went location and decided to effort a portion of each. One consecutive retired of the packet and 1 toasted. First up was the 08. The breadstuff was heavy and had immoderate superior value to it. I slathered immoderate food onto the toasted portion and watched it descend successful slowly. The breadstuff was dense and delicious, and had a precise akin cosiness to murphy bread.

The sourdough flavour was pleasant but not excessively strong, and it had a satisfying chew to it. Great connected its ain too. It’s the cleanable breadstuff for a hearty lunchtime sandwich, and I instantly wanted different slice. 

Next up was the 01. The slices are longer and look much similar a accepted sourdough bloomer. On its own, I recovered it to beryllium connected the adust broadside but the flavour was great. Is it arsenic bully arsenic a caller loaf? Not quite. The breadstuff was a spot connected the adust side, and texture-wise it doesn’t person the large spongy craters you’d find from an artisan loaf. When toasted and buttered, it was delicious, the nonstop benignant of breadstuff you’d privation to usage for a bully food toastie. 

It’s besides worthy mentioning that some of the packets were incredibly casual to seal, which is ever a bonus. 

With 8 varieties of the breadstuff available, it’s hard to lump them each unneurotic and definitively springiness an answer, but the abbreviated communicative is: yes. For the terms constituent and taste, this breadstuff is worthy investing in. Would I service it astatine a meal party? Probably not, arsenic I’d similar to opt successful for a much artisan loaf, but the 08 Ciabattin volition decidedly beryllium a staple successful my location from present on.