Jason's Sourdough is extending its crumpet lineup with the launch of Crumpet Thins, a slimmer, crispier alternative to its existing Proper Sourdough Crumpets. The new product hits Morrisons shelves on 15th July, priced at £2.00 for a pack of eight.

Like the rest of the Jason's range, Crumpet Thins are made using a slow fermentation process with four ingredients: flour, water, salt and fermented wheat flour. The thinner format is designed to produce a crunchier result when toasted, broadening the product's appeal beyond the traditional crumpet breakfast occasion into snacking and lighter lunches.

The original Proper Sourdough Crumpets, which launched the brand's move into the category, are currently stocked in the UK by Tesco, Morrisons, Ocado and Waitrose and are intended to drive incremental category value - retail shorthand for attracting shoppers who might not otherwise reach for a standard crumpet.

The brand behind the range, Geary's, is a family bakery with over a century of trading history. Jason's Sourdough itself is considerably younger: launched six years ago, it has grown to become what the company describes as the UK's number one sourdough brand and the third largest supermarket bread brand by sales.