Jason’s Sourdough is to enter the wholesale market for the first time ever, through a new partnership with Booker.
The new listing will bring Jason’s premium loaves to trade customers nationwide, helping retailers “meet growing demand for high-quality, proper sourdough,” it said.
From Jason’s Straight Up Range, Booker will stock two of the bestsellers - The Great White (450g), and Superb Sprouted Grains (450g) – in all 192 Booker nationwide depots.
“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.
As appetite for sourdough and premium bakery continues to rise, this move into wholesale builds on existing retail and foodservice listings, including Tesco and Sainsbury’s, and is a step forward in the brand’s mission to bring proper sourdough to more customers.
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