Britain’s appetite for speciality bread has made Jason’s Sourdough the standout star of bakery. The brand has more than doubled its value and volumes over the past year by offering long-ferment sourdough products at accessible price points.
Jason’s hasn’t just been ramping up sales. In June, owner Geary’s Bakery spent £36m on opening its third site in Leicester. In the same month, it expanded its protein lineup and added Sourdough Creations loaves in Fruit and Olive & Basil. Sourdough Creations Fruit Loaf went on to bag a gold medal at The Grocer New Products & Packaging Awards.
What’s more, Jason’s unveiled its Sourdough Crumpets in September (see Top Launch, below) – at the same time as launching its first national TV campaign. Then came a range of ready-to-heat toasties in October.
Jason’s sees its sourdough credentials as crucial to growing in a tough market for standard wrapped bread, which has sold 70.3 million fewer units overall. “Health and functionality remain key drivers in the bread category, with fermented products gaining attention for their perceived wholesomeness,” says Jason’s master baker Jason Geary.
Hovis appears to agree. In August, the struggling brand – down £33.1m following major delistings – added its first sourdough loaves. They came amid a turbulent year for Hovis and the wider bakery market, which has been subject to a wave of M&A.
In August, Kingsmill owner ABF confirmed plans to buy Hovis, in a move designed to reshape its ailing UK Allied Bakeries business. Hovis CEO Jon Jenkins stepped down a month later, after three years at the company.
Then in October, Roberts Bakery filed a notice of intention to appoint an administrator. Within days, Roberts was rescued by Boparan Private Office, the private investment firm owned by Ranjit Singh Boparan.
But that wasn’t before Roberts had sold a speciality bread site to Warburtons. The deal came as the category leader profited from its continued diversification – adding £26.6m across its core and Gluten Free portfolios.
Warbies is also continuing its star-studded ads. In April, it unveiled Academy Award-winning actor Olivia Colman as the star of a TV campaign for crumpets.
Top Launch 2025
Jason’s Sourdough Crumpets | Geary’s
Unveiled in September, Jason’s Sourdough Crumpets (rsp: £1.60/six-pack) are a sign of owner Geary’s ambition to shore up the brand’s explosive growth with a diverse portfolio. Fresh out of the bakery’s new £36m factory, the launch combines innovation with tradition, says Jason’s. Playing to the brand’s clean label strengths, Crumpets contain just flour, water, salt and fermented wheat flour, while offering the “distinctive tang of real sourdough”.
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