Geary’s Bakery is responding to an increasing demand for its sourdough products by opening a new plant in Leicester, UK.
The new facility, which represents a £36m ($48.4m) investment, is Geary’s Bakery’s third site and will double production capacity, leading to the creation of 380 new jobs.
This facility will operate in two phases, with the first phase already underway and the second scheduled for launch in September.
According to a statement from the family-owned business behind Jason’s Sourdough, this expansion aligns with their “ongoing growth strategy,” aimed at enhancing both branded and own-label bakery operations.
Jason Geary, the fourth-generation master baker at Geary’s Bakery and Jason’s Sourdough, stated: “This [facility] allows our business to move to the next chapter of our growth.”
He added, “The demand for Jason’s Sourdough and real artisanal bread continues to grow. 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.”
Geary’s flagship brand, Jason’s Sourdough, is actively available in 4,000 stores across the UK.
Significantly, the brand has seen its sales more than double in value terms within the past 12 months, now accounting for approximately half of the group’s overall turnover.
In addition to expanding the site, Geary’s is committed to investing in its workforce. This includes enrolling 13 apprentices in bakery, engineering, and operations programs, alongside recruiting eight new lead bakers.
The company proudly identifies itself as the “fourth largest bread brand” in the UK and the “category leader” in sourdough.
Following the opening of the new facility, the company’s total headcount is expected to reach 950 by year-end, nearly quadrupling its workforce in just four years.
In November 2019, Geary’s sold a majority stake in the business to food industry veterans the Unsworth family.
Based in Leicester in the English Midlands, the company supplies many major retailers, including Aldi and M&S.
