Jason’s Sourdough is expanding into wholesale for the first time after securing a listing with Booker.
The partnership with the wholesale provider will help Jason’s Sourdough access a wide range of trade customers nationwide with the business noting it is a big step forward’ in its mission to bring ‘proper sourdough to more customers’, wherever they shop or eat.
Booker will stock two of the brand’s bestsellers – The Great White (450g) and Superb Sprouted Grains (450g) – at all of its 192 nationwide depots.
Jason Geary, master baker at Geary’s Bakeries which manufactures Jason’s Sourdough, described the move as a “significant milestone” for the brand.
“This wholesale listing makes our bread more accessible to everyone across the UK, from independent retailers to foodservice operators,” Geary said. “We’re excited to bring proper sourdough to new audiences and give more businesses the opportunity to serve bread that delivers on both flavour and quality.”
The partnership comes after a successful year for the business which included opening a £36m custom-built factory in Leicester to keep up with demand for its products. The increased capacity from this, Geary’s noted, was helping the brand expand into new channels.
Other highlights from the past year include being named Bakery Manufacturer of the Year at the 2025 Baking Industry Awards where Geary’s Bakeries was lauded for its clear commitment to innovation and authenticity. The judges said the firm showcased “a strong heritage rooted in traditional craft baking, combined with impressive investment in modern facilities”. Another said the team had “a collective enthusiasm for their process, products, and growth which was truly impressive and demonstrated a clear strategy for the future”.
Elsewhere, the firm has expanded its product portfolio by taking its toasties, originally created for foodservice, into retail by securing a Tesco listing, adding crumpets to its line-up, and rolling out flavoured loaves and protein rolls.
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