Geary’s Bakery – the family-run bakery behind Jason’s Sourdough – has opened a new £36m bakery in Leicester.
The new site – a third for Geary’s in the UK – will double production capacity and create 380 new jobs.
“This allows our business to move to the next chapter of our growth,” said Jason Geary, fourth-generation master baker at Geary’s Bakery. “The demand for Jason’s Sourdough and real artisanal bread continues to grow, and we are constantly inspired by how much people love our bread.
“This new site enables us to get our products into more stores and in more homes – while staying true to the quality and craft that set us apart. It is a vital part of achieving our ambition to make proper bread more accessible to more people.”
Geary’s Bakery’s growth has been driven by surging demand for Jason’s Sourdough in recent years.
The brand – which launched in M&S five years ago and has since won listings in Tesco, Sainsbury’s and other major mults – has seen value sales more than double in the past year to £58.3m [NIQ 52 w/e 22 February 2025]
Geary’s total workforce is set to reach 950 by the end of 2025, according to the supplier. Alongside site expansion, the business currently has 13 apprentices enrolled across bakery, engineering and operations. Eight new lead bakers are also being recruited.
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