The family-run bakery behind the brand, Geary's, has operated for more than a century. Jason's Sourdough has traded for six years and holds the position of the third largest supermarket bread brand in the UK by Nielsen data.

St Pierre has launched All Butter Croissant Rolls exclusively in Tesco. A fillable, flaky hybrid format aimed at the premium bakery occasion shopper.

Nestlé Professional has launched a branded muffin range with Cherrytree Bakery, tapping into data showing UK consumers are more likely to buy sweet bakery they recognise.

St Pierre's Croissant Loaf brings a category-first hybrid format to UK breakfast bakery, pre-sliced for convenience, croissant-textured and available from April 2026.