The UK’s number one artisanal craft bakery, Geary’s Bakery, has launched a new brand, Jason’s, which is spearheaded by the eponymous master baker Jason Geary, the fourth-generation family member to lead the business.

Jason’s Bread is a completely new brand for the heritage bakery and has launched exclusively with M&S initially.  The unique sliced ‘Ciabattin’ loaf uses a sourdough culture to create three different variants; White Ciabattin, Grains & Seeds Ciabattin and Craft Beer Ciabattin using Vixen Copper Ale – a local Leicestershire beer from Charnwood Brewery.  The bread is baked using a twenty-four hour fermentation process typical of small batch sourdough bread, ensuring it has a rich flavour with no need for added sugars, preservatives or additives.  The bag packaging, made of glassine paper reminiscent of proper bakery bread, is entirely recyclable within the paper recycling network.  The bag is resealable meaning it is still great after several days in the bread bin.

Jason Geary, master baker and MD of Geary’s Bakery says: “My entire life, has been about bread and baking.  Even from the age of ten I would get home from school and bake with my grandfather, so I’m proud to be able to put all my experience, all my passion and of course my name to this unique sourdough Ciabattin.  I’d like people to be able to experience the wonderful taste of quality ‘proper’ bread with no additives, just wholesome ingredients. It’s great for many occasions, but unbeatable as toast – everyone who tries it says it’s a bit like crumpet bread. I’m just really proud of this product and I hope that people will enjoy it too.”

Jason’s Bread is available now in M&S stores nationwide, RRP £1.80.

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