2 minute read - 3rd June 2025
Geary’s Bakery opens new £36m factory in Leicester
Geary’s Bakery, the family-run business behind Jason’s Sourdough, has opened a new £36m custom-built bakery in Leicester to meet growing demand. It will be the third facility in its growing portfolio, doubling production capacity and creating 380 new jobs.
The expansion represents a significant step forward in the company’s ongoing growth strategy. The new site is set to boost total headcount to 950 by year-end, nearly quadrupling the workforce in just four years. The investment is a clear sign of the company’s rapid commercial scale-up across both its branded and own-label bakery operations.
As the 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.
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Following a £36m investment, Geary’s Bakery has opened a new custom-built bakery in Leicester to meet growing demand for its sourdough / Picture: Geary’s Bakery
Jason Geary, fourth-generation master baker of Geary’s Bakery and Jason’s Sourdough, said: “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, 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.”
With a growing brand presence and a long-standing own-label partnership, Geary’s is investing in the future growth of the premium bread segment, driving growth and market share for the retailer partners they are working with. Alongside site expansion, the business is continuing to invest in workforce capability, with 13 apprentices currently enrolled across bakery, engineering and operations, and eight new lead bakers being recruited.
Geary’s is currently the fourth largest bread brand in the UK, and the category leader for sourdough, with a long-term ambition to double the size of the business in the coming years.
