Jason's Sourdough, the beloved British bakery brand, has officially opened its third and largest facility in Leicester- a £36 million investment that marks a significant milestone in its rapid rise to national prominence. The new bakery, operated by Geary’s Bakery, is set to double production capacity and create 380 new jobs, bringing the company’s total workforce to around 950 by the end of 2025
A New Chapter for Jason’s Sourdough
Founded by fourth-generation master baker Jason Geary, Jason’s Sourdough has become one of the UK’s fastest-growing bread brands. Its signature loaves - crafted using a 45-year-old starter named “Sidney” and a 24-hour fermentation process -have struck a balance between artisanal quality and supermarket convenience. Priced at around £2 per loaf, the brand now sells approximately one million loaves per week and is stocked in over 4,000 stores nationwide. The new Leicester facility, known internally as “Bakery 3,” will be brought online in two phases. Phase one is now operational, while phase two is expected to launch in September 2025. This expansion supports the brand’s ambition to make “proper bread more accessible to more people” without compromising on quality.
Investing in People and Craft
Beyond scaling production, Geary’s is investing in its people. The company currently has 13 apprentices across bakery, engineering, and operations, and is actively recruiting eight new lead bakers. This focus on training and development ensures that the traditional techniques behind Jason’s Sourdough, like long fermentation and natural ingredients, remain at the heart of its modern manufacturing process.
A Toast to the Future
With this new facility, Jason’s Sourdough is poised to continue its impressive growth, offering more households across the UK access to its award-winning loaves. Whether you’re a long-time fan or new to the brand, now is the perfect time to explore their range of products.
Image Credit: Geary's Bakery
