The UK bakery sector continues to witness significant investment as consumer demand for premium bread products drives industrial expansion. Geary's Bakery, the family-owned operation behind Jason's Sourdough brand, has opened its third production facility in Leicester, representing a £36 million investment in manufacturing capacity.

Facility Details and Production Impact

The custom-built Leicester bakery marks a substantial scaling of operations for the fourth-generation family business. The facility is designed to double current production capacity and will operate in two phases, with the first phase now operational and the second scheduled for September 2025.

This expansion brings Geary's total workforce to 950 employees by year-end, creating 380 new positions at the Leicester site. The growth represents nearly a four-fold increase in staffing levels over a four-year period, indicating rapid business expansion in both branded and private-label operations.

Market Performance and Distribution Growth

Jason's Sourdough has achieved notable market penetration, now available across 4,000 retail locations nationwide. The brand recorded 107% value growth over the past 12 months and currently represents approximately half of Geary's total turnover, demonstrating the commercial success of their sourdough positioning.

The company has established itself as the UK's fourth-largest bread brand and holds the leading position in the sourdough category. This market performance has driven the need for expanded production capabilities to meet retailer demand and support continued distribution growth.

Workforce Development and Skills Investment

Alongside physical infrastructure expansion, Geary's is investing in workforce development through structured apprenticeship programs. The company currently supports 13 apprentices across bakery operations, engineering, and general operations functions. Additionally, eight new lead baker positions are being recruited to support the expanded production capacity.

Industry Context and Growth Strategy

The investment reflects broader trends in the UK bread market, where consumer preferences increasingly favour artisanal and premium products. Sourdough has experienced particular growth as consumers seek products perceived as higher quality and more authentic.

"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."

Geary emphasised the facility's role in the company's broader mission:

"This new facility is a vital part of achieving our ambition to make proper bread more accessible to more people."

The Leicester facility supports the company's stated ambition to double business size in coming years, positioning for continued growth in the premium bread segment.

Technical and Operational Considerations

The Leicester facility represents modern bakery infrastructure designed for scale production while maintaining artisanal quality standards. The phased opening approach allows for operational refinement and staff training while gradually increasing output to meet demand.

The investment demonstrates confidence in sustained demand for premium bread products and positions Geary's Bakery to capitalise on continued growth in the premium bread sector while supporting increased market share for retail partners through expanded production capacity.