Premier Foods to launch Paul Hollywood baking range

Premier Foods has entered into an exclusive partnership with renowned baker, Paul Hollywood, to launch a range of bread, savoury and sweet mixes, designed to make artisanal baking accessible to consumers.

Launching in February, the ‘Paul Hollywood’ range consists of 12 SKUs – all of which sit within the £387 million (+0.7%) home-baking market (Kantar).

The savoury lines are Garlic & Herb tear ‘n’ share Mix; Tomato & Thyme Bloomer Mix; Luxurious Cheese & Rosemary Scone; White Plaited Loaf Mix; and Barm Cake Roll Mix. The latter two variants will have an rsp of £1.49, while the other three will be priced at £2.09.

Also available in the collection will be seven sweet mixes, each retailing from £2.09. These comprise: Luxurious Belgian Chocolate Brownie Mix; Bran & Coconut Flapjack Mix; Luxurious Belgian Chocolate Cookie Mix; Luxurious Belgian White Choc Cookie Mix; Luxurious Belgian Chocolate Muffin Mix; Luxurious Belgian White Chocolate Muffin Mix; and Famous Scone Mix.

Hollywood says: “Lots of people want to bake, but can be put off by the variety of ingredients and perceived difficulty of baking artisan-style treats.

“I’m delighted to say that we have created a range of mixes that are easy to use and will give people the confidence to start experimenting with hand-crafted rustic-style baking without the risk of failure and potential wastage.”

Tel: Premier Foods (01727) 815850