Caitlin Coward-King is NPD Manager at Jason’s Sourdough, where she helps shape the brand’s product pipeline through a balance of creativity, food science and uncompromising quality. With a lifelong love of baking, Caitlin first discovered NPD during work experience at Tate & Lyle, an experience that sparked her passion for the science behind food and set her on a clear path into product development.

In this edition of IFE Manufacturing’s NPD Insights series, Caitlin shares what it takes to innovate within a clean-label bakery brand, from finding the right manufacturing partners to overcoming the technical challenges of chilled, ready-to-toast products. She also reflects on a major recent milestone for Jason’s - the launch of its first cold-eat sandwich - and explores the trends influencing bakery in 2026, from protein and fibre to the growing appetite for everyday products that feel just a little more special.

What led you into a career in NPD, what do you love about working in this sector?

I have always loved baking and creating recipes. It was a big part of my life growing up. I did some work experience at Tate and Lyle and that was the first time I realised NPD even existed as a career. I discovered that Food Science was something I could study at university and from that point on I knew exactly what I wanted to do. I completely fell in love with the science behind food and always had my sights set on NPD after graduating.

What I love most about this sector is the balance between creativity and logic. It uses both sides of my brain and no two days ever feel the same. I also enjoy watching innovation across the industry. Seeing other brands push boundaries and launch brilliant new products is genuinely exciting.

What does an average day look like in your role?

No day looks the same in NPD but I always start with a bit of reflection and goal setting which helps me reset and stay focused. After that it depends on which projects are live at the time. I might be preparing upcoming briefs and making sure we clearly communicate the Jason’s brand values and our challenger mindset.

A big part of my day involves researching new manufacturing partners and speaking with potential suppliers to make sure they can deliver the level of quality we expect. I also spend a lot of time communicating with our current partners. Strong relationships make an enormous difference and I genuinely enjoy working with them.

Another part of my role involves keeping an eye on the market, working closely with our category manager and shaping our future product pipeline. I really enjoy the strategic side, especially looking at trends and identifying where the brand can go next. We have some exciting launches in the pipeline and I am really looking forward to seeing them come to life.

Jason’s Sourdough is a brand with a reputation for quality ingredients and products, how does this inform your NPD?

It influences almost everything. Quality is one of the first topics I take new partners through because it starts with understanding the passion behind the brand. Once a partner buys into that, it becomes much easier to create products that feel genuinely Jason’s.

There are times when we need to talk through feasibility around cleaner ingredients or processes, but I always like to challenge both myself and the supplier to find creative answers. The goal is always to land on solutions that protect the brand integrity while working for everyone involved.

Can you tell us about a recent product launch that you were involved in?

We recently launched our first cold eat sandwich which is a huge milestone for Jason’s. We worked with our partner to develop a chicken salad sandwich using Jason’s Protein Loaf. We have wanted to create a cold eat product for a while but finding the right carrier was a challenge because sourdough naturally lends itself to toasting rather than cold sandwiches as it is a tougher eat.

The Protein Loaf was the perfect fit since it has a softer texture and still performs brilliantly. It also allowed us to offer 32g of protein per sandwich which is a fantastic call out in the current market. The product sits really naturally within what consumers expect from Jason’s while also helping us stretch the brand into a new format.

How important is packaging/branding to the success of a new product?  

It is absolutely integral. Packaging is the first moment a consumer interacts with the brand and it can completely change how the product is perceived. It influences shelf impact, how easily the product is found and the way it feels once it is in someone’s home.

From a technical perspective, it also ensures the product arrives in perfect condition. When we launched the Toasties into Tesco, it was the first time Jason’s used SRPs and they made a huge difference to visibility and overall brand presence on shelf.

Where does inspiration come from when it comes to ideas for new product launches?

 I look everywhere. I love exploring food and restaurant trends, especially from other countries. Cultural differences in eating habits fascinate me and some of the best ideas come from seeing something that feels completely different to what we see in the UK.

Sometimes inspiration appears from something simple like an unexpected flavour pairing that sparks an idea for how it could translate into a Jason’s format. I am always taking notes and keeping my eyes open because you never know what will trigger the next concept.

What are some of the technical challenges that come with chilled/ready-to-toast products?

The biggest challenges we deal with are moisture control, consistency and shelf life. Chilled products require a very careful balance of process and ingredient selection, especially when fillings are involved. We need to make sure the bread does not soften or lose its structure and that it still cooks evenly at home.

Different consumer appliances also add complexity so the product has to perform well across a range of conditions. Because Jason’s is clean label, we cannot rely on preservatives to support shelf life, so strong process control is essential all the way through the supply chain.

What trends are you seeing in the world of bakery that might inform future product development?  

GLP-1 is having a major influence across the industry this year. Protein remains a huge focus and I am seeing more interest in fibre and generally making products more nutritionally dense. The big question now is what the next major functional ingredient will be because consumer needs are evolving quickly.

At the same time, there is a strong movement toward making the everyday feel a little more special. Simple bases with elevated accompaniments are gaining momentum and in bakery we are seeing more interest in products that feel both familiar and indulgent.

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