Geary’s Bakery, the family-run business behind Jason’s Sourdough, has unveiled a new £36m bakery in Leicester to meet rising demand for its products.
The third facility in its portfolio will double production capacity and create 380 new jobs.
The company noted that the expansion represented a significant step forward in its ongoing growth strategy, with the new site set to boost total headcount to 950 by the year-end, nearly quadrupling its workforce in just four years as it scales up across both its branded and own-label bakery operations.
“This allows our business to move to the next chapter of our growth,” said Jason Geary, 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.”
Jason’s Sourdough is now available in 4,000 stores across the UK, with the brand achieving 107% value growth in the past 12 months, accounting 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.
NAM Implications:
- As a regular user…
- …and taking into account the empty shelves in my local Tesco Jason fixture…
- …a wise move.
