Tesco unveils new Euphorium project

Tesco has launched its latest innovative in-store bakery site in collaboration with Euphorium Bakery, called The Bakery Project.

The Bakery Project opened at the supermarket chain’s Hackney site in Morning Lane, east London earlier this week.

According to its Facebook site, The Bakery Project will “restore old-school classics, train apprentice bakers, work with local suppliers and charities, but most of all make simple, straight, great bread and cakes”.

It follows the launch of five Euphorium sites across Tesco’s London estate in the past 12 months and comes as the supermarket chain aims to personalise its offer. As part of this, the company has invested in Harris+Hoole, the coffee shop chain, and recently paid £48.6m for Giraffe, the family-friendly restaurant chain.

British Baker understands that, at this stage, this will not be a new brand for the company - and instead is a trial site as the supermarket moves to tailor its offer to individual locations.

A spokeswoman for Tesco said: “This is a trial and we’re waiting to hear what customers think before we look to introduce it elsewhere.”

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