Fast-growing bakery brand Jason’s Sourdough has entered the wholesale market for the first time through a new partnership with Booker.
The Tesco-owned wholesaler will stock two of the brand’s bestsellers, including The Great White (450g) and Superb Sprouted Grains (450g) in all 192 Booker depots, available to trade customers nationwide.
The partnership comes as Jason’s Sourdough continues to scale production. Its owner, Geary’s Bakeries, opened a new £36m custom-built bakery in Leicester earlier this year.
The brand, which makes all products using a long fermentation process, said the listing would help “retailers and foodservice operators meet growing demand for high-quality, proper sourdough”.
“Partnering with Booker is a significant milestone for Jason’s Sourdough,” said Jason’s Sourdough master baker Jason Geary. “This wholesale listing makes our bread more accessible to everyone across the UK, from independent retailers to foodservice operators.
“We’re excited to bring proper sourdough to new audiences and give more businesses the opportunity to serve bread that delivers on both flavour and quality.”
The move into wholesale builds on existing retail and foodservice listings, including with Tesco and Sainsbury’s.
In October, Jason’s Sourdough added a duo of ready-to-heat toasties in Tesco, in flavours including Ham Hock & West Country Cheddar and Tangy & Mature Three Cheese.
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