Move over, Dubai chocolate – there's a new viral obsession sweeping Britain's supermarket aisles, and it costs just £2. Jason's Sourdough, a premium bread created by a Leicestershire baker, is flying off the shelves so fast it's become near-impossible to find. With influencers raving and TikTok flooded with frantic bread hauls, could this humble loaf be the UK's next cult treat?
Jason Greary, 53, a fourth-generation baker from Leicestershire, launched his namesake Jason's Sourdough brand in 2020 after noticing the lack of affordable quality sourdough available in major supermarkets.
