Premier Foods announces Paul Hollywood baking mix range

Premier Foods is to launch a range of baking mixes with Paul Hollywood
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St Albans-based Premier Foods has announced it will launch a range of baking mixes with Great British Bake Off judge Paul Hollywood.

The 12 sweet and savoury lines, including a Tomato and Thyme Bloomer Mix and Luxurious Belgian Chocolate Cookie Mix, will be available from February 2016 and will be produced in the company’s existing factories.

Premier Foods, which owns the Mr Kipling cake brand, said the range would build on its existing presence in the £387m home-baking market and is designed to make artisanal baking accessible to the public.

Hollywood said: “I’m passionate about inspiring more people to bake more adventurously. 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.”

Premier Foods is one of UK’s largest food producers. It owns several home-baking brands including McDougalls, which produces flour and baking mixes, and suet-manufacturer Atora.

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