Jason’s Sourdough is entering the wholesale market for the first time through a new partnership with Booker, one of the UK’s leading wholesale providers. This listing will bring Jason’s premium loaves to trade customers nationwide, helping retailers and foodservice operators meet growing demand for high-quality, proper sourdough.
From Jason’s Straight Up Range, Booker will stock two of the brand’s bestsellers – The Great White (450g), and Superb Sprouted Grains (450g) – in all 192 Booker nationwide depots. Made with simple ingredients – with no added preservatives, additives or yeast – the loaves deliver consistent quality whether sold in a convenience store or served as part of a foodservice offering.
“Partnering with Booker is a significant milestone for Jason’s Sourdough”, says Jason Geary, Master Baker at Jason’s Sourdough. “This wholesale listing makes our bread more accessible to everyone across the UK, from independent retailers to foodservice operators. 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.”
This partnership comes as Jason’s Sourdough continues to scale production following the opening of Geary’s new £36 million custom built bakery in Leicester earlier this year. With increased capacity, the brand is expanding into new channels while maintaining its commitment to traditional craft and premium quality.
With over a century of baking heritage, Geary’s continues to combine traditional craft with a modern approach. Focusing on quality over quantity, Jason’s Sourdough products are all made using a long fermentation process and their unique sourdough starter, creating the signature tang and texture that consumers love.
As appetite for sourdough and premium bakery continues to rise, Jason’s Sourdough remains committed to quality and has cemented its position as the UK’s No.1 Sourdough brand. This move into wholesale builds on existing retail and foodservice listings, including Tesco and Sainsbury’s, and is a big step forward in the brand’s mission to bring proper sourdough to more customers, wherever they shop or eat.
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Joseph Clarke
Editor, International Bakery
Tel: +44 (0) 1622 823 920
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