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Paul Hollywood brand eyes growth with fresh bakery

St Pierre Groupe is expanding its Paul Hollywood range with four new additions, including a White Country Loaf and Chocolate & Orange Teacakes.

The range, which is available in Tesco now, marks the celebrity baker’s entrance to the fresh bakery category, having previously rolled out ready-to-bake items. Hollywood also has a range of cake mixes, which are manufactured by Premier Foods.

The four-strong line-up comprises:

  • 400g Wholemeal Country Loaf – Each pre-sliced loaf contains 12 servings and is made with stoneground flour and topped with oats before baking. Rsp: £1.80.
  • 400g White Country Loaf – Also pre-sliced, this loaf is made with stoneground flour and has a soft, light texture. It’s topped with poppy seeds and millet. Rsp: £1.80.
  • Belgian Chocolate & Orange Teacakes – Available from June 2019, each pack contains two teacakes, which combine Belgian chocolate chunks with an orange flavour. Rsp: £1.50.  
  • Stonebaked Flatbreads – Each pack contains two flatbreads, hand-stretched in the traditional way and made with extra virgin olive oil and durum wheat. The Italian Flatbreads are baked in a hot volcanic stone oven to give a “truly authentic flavour”. Rsp: £2.00.

St Pierre Groupe, which recently rebranded from Carrs Foods, said the range had been launched in response to consumer demand for “diverse and innovative bakery solutions”.

“The expertly crafted range will reinvigorate the bakery category while strengthening St Pierre Groupe’s position as a market leader,” said Jeremy Gilboy, St Pierre Groupe’s founder.

“The Paul Hollywood Ready to Bake range is already a firm consumer favourite, therefore we are confident our entry into the fresh bakery category will be a success.”

Paul Hollywood added: “The new loaves deliver exceptional texture and authentic flavour – I’m confident they will have real stand-out in the fresh bread category.”


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