The world of bread and baked innovation continues to evolve - and it’s clear that premiumisation, flavour, and inclusivity are leading the charge. Recent launches from Jason’s Sourdough, Hovis, White Rabbit, and BFree showcase how brands are redefining convenience, indulgence, and gluten-free enjoyment for a new generation of consumers.
Jason’s Toasties: Taking Sourdough into the Food-to-Go Future
Jason’s Sourdough has long been known for its craft approach to breadmaking, but its latest move into the food-to-go (FTG) market marks a major leap forward. The launch of Jason’s Toasties and Hot Rolls brings artisan sourdough into a new space - one traditionally dominated by quick, functional, and often uninspired sandwich offerings.
This new range reimagines what a premium, ready-to-heat option can be. With flavours like Ham & Cheddar, Nduja & Cheddar, Kimchi & Cheddar, and Three Cheese & Onion, Jason’s combines bold, on-trend profiles with the crunch and character of their signature sourdough.
What makes it innovative is not just flavour, but texture and integrity. Their goal: preserve the classic crisp-outside, soft-inside feel of sourdough even in a ready-to-heat format. Partnering with FTG specialists ensures the range reaches cafés, travel hubs, and retail outlets nationwide.
By bringing sourdough craftsmanship into convenience, Jason’s is helping elevate the FTG experience, showing that quick food can still be premium and satisfying without losing real quality.
Hovis Enters the Sourdough Market with New Cob Range
Hovis has introduced its first-ever sourdough products: the White Sourdough Cob and Seeded Sourdough Cob. These loaves are crafted using Hovis's signature starter dough, which is slowly fermented for over 24 hours to develop a deep and rich flavour. Baked in smaller batches and hand-finished, the cobs feature a light, waxy texture and a thick golden crust. This launch aims to meet the growing consumer demand for high-quality bread, with one in four shoppers seeking alternatives to traditional sliced loaves. The new range is available in Tesco and Morrisons, with plans for wider distribution in the future.
White Rabbit Doughballs: Opening More Doors for the Gluten-Free Community
If Jason’s represents innovation in convenience, White Rabbit represents expansion in inclusivity. The Oxford-based gluten-free pizza brand continues to win fans with its creative sourdough base - and now it’s taking things one step further with its new Garlic & Herb Doughballs.
For gluten-free consumers, this launch is more than a new snack - it’s another way to participate fully in shared food moments. Doughballs are a staple of social dining, yet they’ve often been off-limits for those avoiding gluten. White Rabbit’s version not only fills that gap but redefines it, offering a soft, flavour-rich, restaurant-quality alternative that just happens to be gluten-free.
With products now listed in Tesco and a growing fanbase, White Rabbit is broadening what gluten-free eating can look (and taste) like. It’s not about restriction, it’s about expanding choice and pleasure.
BFree Mediterranean-Style Wraps: Flavour Meets Free-From Commitment
While sourdough innovation grabs headlines, another quiet revolution is happening in the world of wraps. Consumers are increasingly seeking flavour-forward options, and BFree is leading that charge in the gluten-free space with its new Mediterranean-Style Wraps.
This addition builds on the success of BFree’s existing wrap portfolio (White, Multigrain, Sweet Potato, and High Protein), but with a new focus on taste and texture inspired by Mediterranean herbs and sunshine flavours. It’s a clear nod to a wider market trend: wraps are no longer just functional carriers, they’re becoming an enjoyable, flavour-led meal base in their own right.
True to its roots, BFree keeps the foundation strong — fully gluten-free, wheat-free, and dairy-free, without compromising flexibility or softness. For BFree, flavour innovation doesn’t mean sacrificing their free-from promise; it’s about showing that gluten-free can be exciting, not restrictive.
The Bigger Picture: Bread Reimagined
From Jason’s premium sourdough toasties, Hovis Signature Sourdough to White Rabbit’s gluten-free doughballs and BFree’s flavour-driven wraps, these launches collectively represent a broader shift in bakery and food-to-go.
Consumers are demanding more: more authenticity, more flavour, and more inclusion. Brands that rise to meet those expectations - whether through slow fermentation, clever formulation, or culinary creativity - are shaping a future where “better” really means better for everyone.
