Jason’s Sourdough has made a significant investment of £36 million in a new facility in Leicester, an initiative expected to double its production capacity and create approximately 380 jobs. This development marks a critical milestone in the company's growth strategy, aiming to increase its total workforce to 950 by the end of the year, thereby nearly quadrupling its employee count in four years.

The Leicester expansion is not just about increased capacity; it underscores a period of remarkable growth for Jason’s Sourdough, which has seen its sales surge over four consecutive years, reaching £36.3 million—more than double the previous year's figure of £15.2 million. This growth catapulted the brand from eighth to fourth place among the UK's top bread brands, trailing only giants like Warburtons, Hovis, and Kingsmill. Such impressive performance has earned Jason’s Sourdough the title of Bakery Brand of the Year at the 2024 Baking Industry Awards, reflecting its successful challenge to traditional bakery norms by delivering high-quality sourdough made with simple, natural ingredients.

Jason Geary, a fourth-generation Master Baker at Geary’s Bakery and the face behind Jason’s Sourdough, stated, “This allows our business to move to the next chapter of our growth. The demand for Jason’s Sourdough and real artisanal bread continues to grow.” With this expansion, the company aims to make its products available in more retail outlets, thereby increasing accessibility without compromising on the quality and craftsmanship that distinguish the brand. In addition to bolstering production, the company is also focused on workforce development, currently training 13 apprentices across various disciplines, including bakery and engineering, alongside recruiting eight new lead bakers.

The company's strategy has also seen it venture into the food-to-go market, introducing premium offerings such as toasties and hot rolls tailored for on-the-go consumption. These innovations reflect Jason’s Sourdough’s objectives to enhance product variety and expand market reach. The brand is also exploring partnerships that align with its vision for quality and sustainability, notably collaborating with Wildfarmed. This initiative focuses on regenerative agriculture by using pest-free flour grown in a way that prioritises soil health.

Geary’s Bakery, the parent company behind Jason’s Sourdough, has outlined ambitious plans that extend beyond the current expansion. A new £8 million manufacturing facility, located adjacent to the existing bakery in Glenfield, is projected to become operational by early 2025. This strategic move is intended to future-proof not only Jason’s Sourdough's production capabilities but also its market positioning, as it seeks to further penetrate a burgeoning segment of the UK’s baking industry, poised to become the fifth-largest bread brand nationally, following the leading competitors.

As consumers increasingly gravitate towards quality artisanal products, Jason’s Sourdough is poised for continued success, bolstered by a clear commitment to innovation, sustainability, and an unwavering focus on customer satisfaction.