What Jason's Sourdough does

Jason's Sourdough is a UK-based artisan sourdough bakery brand operated by Geary's Bakeries Ltd, a family-owned baking business with roots dating to 1906 and now led by 4th generation Master Baker Jason Geary. The brand produces traditional sourdough breads, rolls, crumpets, and toasties using a proprietary mother sour culture propagated on-site daily and fermented for 24+ hours, with no commercial yeast, preservatives, additives, or emulsifiers used in the core range. Headquartered in Barrow upon Soar, Leicestershire, the company operates two manufacturing facilities — the registered office in Barrow upon Soar and a principal place of business in Glenfield — and distributes exclusively through UK grocery retail rather than direct-to-consumer.

The product portfolio spans the Ciabattin range (White, Wholemeal, Grains & Seeds, Protein Loaf), the Straight Up range (The Great White, Majestic Malted, Superb Sprouted Grains), Every Day Rolls (White, Tiger, Protein), the Creations range (Olive & Basil, Fruit Loaf), and Sourdough Crumpets. A separate food-service line supplies hot rolls and toasties to cafés, delis, and hospitality operators, while a recently launched retail-packaged toastie range extends the brand into Tesco's chilled aisle. Technical differentiators include on-site daily preparation of the mother culture, 24+ hour fermentation, and a proprietary method of soaking grains and seeds directly in the fermented dough rather than adding them post-bake, which the company claims improves digestibility.

The go-to-market model is wholesale-only through 8 major UK supermarket chains — Tesco, Waitrose, Sainsbury's, Morrisons, Ocado, Booths, Asda, and Iceland — supplemented by food-service distribution. Brand-building is led through the Breaducation video series, a recipe blog, social media, and influencer partnerships with dietitians, chefs, and fitness enthusiasts. The brand owns the registered "Ciabattin" trademark and trades as Jason's Sourdough under Geary's Bakeries Ltd, a privately held UK limited company that does not disclose revenue or financial details.

Name

Jason's Sourdough

Legal name

Geary's Bakeries Ltd

Website

https://jasonssourdough.co.uk

Company type

Private

Founded year

1906

Operating status

Operating

Short description

Jason's Sourdough is a UK artisan bakery brand operated by family-owned Geary's Bakeries Ltd since 1906, producing 24-hour fermented traditional sourdough breads, rolls, crumpets, and toasties distributed exclusively through 8 major UK supermarket chains.

Ownership category

akta.pro rank

Headquarters

HQ city

Loughborough

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Bread & Bakery Products: Jason's Sourdough generates revenue through the sale of artisan sourdough bread, rolls, crumpets, and toasties to consumers via major UK grocery retailers. Products are sold as finished goods through supermarket partnerships including Tesco, Waitrose, Sainsbury's, Morrisons, Ocado, Booths, Asda, and Iceland.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Jason's Sourdough produces artisan sourdough bread, rolls, crumpets, and toasties made with a live mother sour culture fermented for over 24 hours on-site, with no commercial yeast, preservatives, additives, or emulsifiers. Products are sold through major UK grocery retailers and online grocery platforms. The company also supplies food service operators with hot rolls and toasties, and offers branded merchandise.

Product overview

Jason's Sourdough is a UK-based artisan sourdough bakery operating under Geary's Bakeries Ltd. The company offers a diversified portfolio of sourdough products organized into distinct ranges: the Ciabattin range (White, Wholemeal, Grains & Seeds Ciabattin, and Protein Loaf), the Straight Up range (The Great White, Majestic Malted, Superb Sprouted Grains), Every Day Rolls (White, Tiger, Protein), the Creations range (Olive & Basil, Fruit Loaf), and Crumpets. Additionally, the company provides food service products including toasties and hot rolls for wholesale/hospitality customers, pre-packaged take-home toasties for retail, and branded merchandise such as hoodies, t-shirts, aprons, and recipe books. All products are made using the company's proprietary mother sour culture with no commercial yeast, preservatives, additives, or emulsifiers. The company operates from Leicestershire and supplies major UK retailers including Tesco, Waitrose, Sainsbury's, Morrisons, Ocado, Booths, and Asda.

Differentiator

Problem solved

Functional benefit

Brands

• Ciabattin: Sourdough Ciabattin bread range including White, Wholemeal, and Grains & Seeds varieties.
• Straight Up Range
• Every Day Rolls
• Creations Range
• Crumpets

Quantifiable outcome

• Longer shelf life than standard breads due to higher acidity from lactobacillus fermentation and natural antifungal compounds, without chemical preservatives
• +2 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor.

• Nourishing Amy (Food Blogger)minorGTM or Marketing PartnerCollaboration with plant-based food blogger and stylist Nourishing Amy for recipe content creation. The partnership produced a vegan French Toast recipe using Jason's White Ciabattin, published on the company blog as part of content marketing efforts.
• ABowlOfStew (Instagram Creator)minorGTM or Marketing PartnerPartnership with Instagram food creator @ABowlOfStew for recipe development, including the Chicken Tikka Masala Toastie recipe featured on the website.
• WildfarmedminorStrategic or Co-development PartnerWildfarmed is a sustainable farming company. Jason Geary collaborated with Wildfarmed representative George Lamb on the Breaducation video series discussing sustainable farming and sourdough, and created the Wildfarmed Sustainable Leicestershire Reuben Sandwich recipe.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wright's Food Group: UK artisan bakery producing premium breads, cakes and patisserie for supermarket private label and food service. Comparable on traditional bakery craft, supermarket-channel distribution, and a mix of branded and contract manufacturing.
• Hobbs House Bakery: Family-owned UK artisan sourdough bakery producing traditional slow-fermented breads. Closely comparable to Jason's on heritage positioning, traditional methods, and premium artisan product mix, though with greater D2C and own-shopfront presence.
• Village Bakery (Wrexham): Welsh family-owned bakery producing artisan breads alongside private-label supply. Comparable as a UK regional bakery producing traditional bread ranges for supermarket customers, including sourdough-style SKUs in the same retail channels.
• Authentic Bread Co: UK producer of slow-fermented artisan breads sold through independent and mainstream retail. Comparable on traditional fermentation methods and supermarket-channel artisan bread positioning, with overlapping SKUs in sourdough loaves and rolls.

Broad incumbents

• Finsbury Food Group: UK-listed specialty bakery group operating across bread, cake, and free-from categories with major supermarket relationships. Comparable as a UK multi-category bakery supplier, though much larger and broader than Jason's focused artisan portfolio.
• Hovis: Iconic UK bread brand with nationwide grocery distribution and heritage positioning similar to Geary's 1906 origins. Directly comparable as a major UK bread manufacturer sold through the same supermarket partners, though Hovis operates at far larger scale across mass-market loaves.
• Warburtons: The UK's largest bread brand by retail share, with an established sourdough and artisan range. Directly comparable as a UK supermarket-channel bread manufacturer, though Warburtons is a much larger family-owned incumbent operating across mass and premium tiers.
• Kingsmill: Allied Bakeries' UK household bread brand distributed through Tesco, Sainsbury's and other major grocers. Directly comparable as a UK ambient bread manufacturer serving the same retail customers, though positioned predominantly in mass-market rather than artisan.

Emerging players

• New York Bakery Co: UK-focused bakery brand specialising in flatbreads, bagels, and naan sold through Tesco, Sainsbury's and others. Comparable as a UK supermarket-channel specialty bakery brand with a similar branded-DTC-style marketing approach.
• Genius Foods: UK-based specialty bread brand with strong free-from and health positioning distributed through major UK supermarkets. Comparable on health-led branding, supermarket-channel distribution, and protein/wellness-adjacent bread innovation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCBn_TBVh1KvJg0LOhmrxTlA
• Facebookfacebook.com/jasonssourdough
• Instagraminstagram.com/jasonssourdough
• Pinterestpinterest.co.uk/jasonssourdough
• Xx.com/s_sourdough

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jason's Sourdough