Jason's Sourdough, the UK's number one sourdough brand according to Nielsen data, is adding a Fibre Range to its existing "bread with benefits" portfolio. Two products launch exclusively into Tesco from 31st August: a Seeded Fibre Loaf (580g, RRP £2.80, available in 320 stores) and Everyday Seeded Fibre Rolls (320g, RRP £1.90, available in 480 stores).

The range is positioned squarely against a measurable consumption gap. The UK government's recommended daily intake of dietary fibre for adults is 30g, but according to FoodFacts (2026), 96% of UK adults fall short, averaging 16.2g per day. The loaf delivers 5g of fibre per average slice; the rolls 8g each, the latter containing a seed blend of sunflower, golden linseed, poppy and pumpkin seeds.

Both products follow Jason's existing fermentation method: slow-fermented for up to 24 hours, with no added yeast, additives or preservatives. The brand launched a Protein Loaf several years ago, followed by Everyday Protein Rolls, establishing a pattern of taking a functional benefit and applying it across formats suited to different eating occasions.

Nichola Ludlam-Raine, Specialist Registered Dietitian, notes that fibre is not a single ingredient:

"Different fibres support our digestion, gut bacteria and wider long-term health, which is why variety matters."

On the product itself, she adds:

"Switching your usual bread for a genuinely higher-fibre option such as Jason's Sourdough Seeded Fibre Loaf and Rolls is a small, realistic change that can make a meaningful contribution to your daily fibre intake."

Jason Geary, Master Baker at Jason's Sourdough, frames the development in straightforward terms:

"With the daily RDA sitting at 30g, but the average person only getting about half of that, we wanted to make meeting that target as easy and natural as having your morning toast or a lunchtime sandwich."

The family-run bakery behind the brand, Geary's, has operated for more than a century. Jason's Sourdough has traded for six years and holds the position of the third largest supermarket bread brand in the UK by Nielsen data.