Geary’s Bakery Opens £36 Million Leicester Site to Meet Soaring Demand
In a major step forward for one of Britain’s fastest-growing artisanal bakery brands, Geary’s Bakery has officially unveiled a new £36 million, custom-built bakery in Leicester.
The new site is the third facility in the family-run business’s growing portfolio and marks a significant milestone in its mission to make high-quality, real bread more accessible across the United Kingdom.
The launch of the new bakery is set to double the firm’s overall production capacity and create up to 380 new jobs once fully operational. The ramp-up will take place in two stages, with phase one now live and phase two scheduled to launch this September.
Once the facility reaches full capacity, the company’s total workforce is expected to rise to 950 employees – an impressive fourfold increase in headcount over just four years.
A New Chapter for a Family Business
At the heart of this expansion is fourth-generation master baker Jason Geary, whose vision has helped transform Geary’s Bakery into a household name through its acclaimed Jason’s Sourdough range.
Commenting on the new development, it was shared that this new facility allows them to turn the page into the next chapter of their growth. The demand for Jason’s Sourdough and real artisanal bread continues to grow, and they are constantly inspired by how much people love their bread.
They added that the new site will enable Geary’s to meet that demand without compromising on the quality or craftsmanship that sets them apart. It’s about staying true to their roots while getting their bread into more homes and more stores.
Rising Bread, Rising Brand
The move comes at a time of remarkable commercial success for the brand.
Jason’s Sourdough is now stocked in more than 4,000 stores nationwide and has seen a staggering 107% value growth in the last 12 months alone. It now contributes to around half of Geary’s overall turnover, underscoring its status as a central pillar of the company’s success.
The new Leicester site is designed to support both the Jason’s Sourdough brand and Geary’s wider own-label bakery operations, giving the company room to scale even further while maintaining the high standards of authenticity and flavour that have become their hallmark.
Investment in People and Skills
Geary’s isn’t just baking more bread – it’s also investing in people. As part of its commitment to workforce development, the company currently supports 13 apprentices across baking, engineering, and operations.
It is also actively recruiting eight new lead bakers to help support the increased output expected from the Leicester site.
This focus on nurturing talent is a key component of the company’s long-term strategy. Geary explained, highlighting how growth and craftsmanship can go hand-in-hand, that this new facility is a vital part of achieving their ambition to make proper bread more accessible to more people.
A Future Built on Tradition and Innovation
Now officially the fourth largest bakery firm in the United Kingdom, Geary’s Bakery shows no signs of slowing down. The new Leicester facility reflects the company’s continued commitment to blending time-honoured baking techniques with forward-thinking expansion.
As the smell of freshly baked sourdough begins to fill the air at their newest site, one thing is clear: Geary’s Bakery is rising to the occasion – one loaf at a time.
Conclusion
With its £36 million investment in Leicester, Geary’s Bakery has signalled a bold intent to shape the future of real bread in Britain.
From job creation and skills development to the surging popularity of Jason’s Sourdough, this new chapter reflects the company’s deep-rooted values and ambitious vision.
For a family business built on craft and care, the recipe for success continues to be simple: bake with heart, grow with purpose.
News Credits: Jason’s Sourdough opens £36m bakery, creating 380 jobs
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