Media

10 November 2015

Our exciting new partnership with Paul Hollywood

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.

Paul Hollywood approached Premier Foods to realise his ambition of giving consumers the confidence to bake artisanal products in the comfort of their home and created recipes in close collaboration with the Company. The result is a range of 12 bread, savoury and sweet mixes that will be available on shelf from February. 

“I’m passionate about inspiring more people to bake more adventurously,” said Hollywood. “Lots of people want to bake, but can be put off by the variety of ingredients and perceived difficulty of baking artisan-style treats at home. 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, modern, rustic-style baking without the risk of failure and potential wastage. I really believe this range will inspire people to bake.”

The partnership builds on Premier Foods’ existing presence in, and understanding of, the  £387m1 (+0.7%) home-baking market. The products are due to be produced at the Company’s existing manufacturing facilities and Hollywood will be instrumental in the marketing of the new range. 

Recent research2 by The Grocer magazine revealed that an impressive 42% of British consumers bake at least once a week although there has been little innovation in the premium segment of the market in recent times. The new Paul Hollywood range is set to bolster the category by making artisan-inspired baking products more accessible to a wider audience, an initiative the Company believes will help grow the overall category.

“The launch of a new premium brand with real baking credentials will appeal strongly to Britain’s budding bakers, helping to grow the category overall,” said Gavin Darby, Chief Executive Officer of Premier Foods. “I’m thrilled we’ve been able to secure a partnership with Paul Hollywood. Launching a new brand from initial concept to shelf presents an exciting opportunity for both of us.”
 

The full range includes: 

Savoury & Bread Mixes MSSP
Paul Hollywood White Plaited Loaf Mix £1.49
Paul Hollywood Barm Cake Roll Mix £1.49
Paul Hollywood Garlic & Herb tear 'n' share Mix £2.09
Paul Hollywood Tomato & Thyme Bloomer Mix £2.09
Paul Hollywood Luxurious Cheese & Rosemary Scone £2.09
Sweet Mixes MSSP
Paul Hollywood Luxurious Belgian Chocolate Brownie Mix £2.09
Paul Hollywood Bran & Coconut Flapjack Mix £2.09
Paul Hollywood Luxurious Belgian Chocolate Cookie Mix £2.09
Paul Hollywood Luxurious  Belgian White Choc Cookie Mix £2.09
Paul Hollywood Luxurious Belgian Chocolate Muffin Mix £2.09
Paul Hollywood Luxurious  Belgian White Chocolate Muffin Mix £2.09
Paul Hollywood Famous Scone Mix £2.09


 1 Kantar, Total Home Baking, 52 wk ending, 16 Aug ‘15
 2 Harris Interactive, Poll of 2,000 shoppers, April 2015 (released)
 
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Notes to the editor: 
Terms of the new arrangement are not disclosed. Romelle Swire, Paul Hollywood’s exclusive licensing agent, has worked with Paul and Premier Foods on this partnership as part of an innovative long term licensing strategy.

About Paul Hollywood
The son of baker, Paul Hollywood originally trained as a sculptor before his father persuaded him to join the family business. He went on to become head baker at some of the most exclusive hotels including Cliveden, Chester Grosvenor and The Dorchester where he gained a reputation as an innovator and one of the country’s finest artisan bakers. Following his apprenticeship and success at some of the UK’s top hotels, Paul took the opportunity to travel extensively through Cyprus, Egypt and Jordan, visiting remote villages to discover ancient techniques for baking bread and, on one occasion, travelling to a Bedouin encampment and baking in the desert on an upturned cooking pot. 

About Premier Foods 
As one of Britain's largest food producers, Premier Foods is committed to delivering the taste the British love, with food that's made in Britain by people who understand British consumers.We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. We have a strong presence in the home-baking category with 8.9% share of the market through our McDougalls, Be-Ro, Hovis and Atora brands. Premier Foods employs around 4,000 people operating from 13 sites from across the country.


For further information please contact:
For more information, please contact Annemarie Penderis at Cirkle on 01494 731750 or at [email protected]


 

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