Geary’s Bakery, the family-run business behind Jason’s Sourdough, has unveiled a new, £36m, custom-built bakery in Leicester. The third facility in its growing portfolio will double production capacity and create 380 new jobs.
The expansion represents a significant step forward in the company’s ongoing growth strategy, with the new site set to boost total headcount to 950 by year end – nearly quadrupling the workforce in just four years.
“This allows our business to move to the next chapter of our growth” said Jason Geary, fourth generation, master baker of Geary’s Bakery and Jason’s Sourdough. “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.
“This new facility is a vital part of achieving our ambition to make proper bread more accessible to more people.”
As appetite for sourdough and premium bread continues to rise, Jason’s Sourdough is now available in 4,000 stores nationwide. The brand has achieved 107% value growth in the past 12 months and now accounts for around half of the company’s turnover. The new bakery will ramp up in two phases, with phase one just opened and phase two coming on-board in September of this year.
