About Jasons
Jason's Sourdough has become a British bread phenomenon, rising from launch in 2020 to become the UK's third biggest bread brand by 2025, overtaking Kingsmill. Sales reached £79.5 million for the year ending September 2025, representing an extraordinary 114.5% growth and establishing the brand in over 3 million British homes. The brand is manufactured by Geary's Bakeries, a Leicester family business dating back to 1906. Jason Geary, the fourth-generation master baker, leads the operation which was named Bakery Manufacturer of the Year at the 2025 Baking Industry Awards. The company invested £36 million in a third Leicester facility in June 2025, doubling production capacity. Every Jason's loaf is made without preservatives, additives, or commercial yeast. The sourdoughs are fermented for a full 24 hours using a traditional mother sour culture, blending artisan methods with modern bakery technology. This commitment to authentic sourdough has earned the brand multiple awards and fierce customer loyalty. The product range includes the Straight Up collection featuring The Great White and Superb Sprouted Grains loaves. Recent innovations include protein-enriched rolls, Sourdough Creations with flavours like Fruit and Olive & Basil, and sourdough crumpets launched alongside the brand's first national TV campaign in September 2025. With listings in Tesco, Sainsbury's, Morrisons, Ocado, and all 192 Booker wholesale depots, Jason's has achieved nationwide distribution across more than 4,000 stores. The brand won the debut Bakery Brand of the Year title at the 2025 Baking Industry Awards.










