Carrs Foods expands Paul Hollywood bread range

Carrs Foods has worked with The Great British Bake Off (GBBO) judge Paul Hollywood to create three new lines for its retail range.

Available in Tesco from 30 May, the new products comprise four Ready to Bake Rustic Rolls and a Ready to Bake Rustic Baguette, both respectively priced at £1.50, as well as a Ready to Bake Rustic Loaf at £1.80. The Rustic Rolls will also launch in Waitrose as a permanent listing.

Carrs said Paul Hollywood’s ready-to-bake breads had brought “innovation and excitement”, which had resulted in re-invigorating the part-baked bread category.

The part-baked category is worth £77m, but declined by 2.6% in the year ending 52 weeks to 1 January 2017 (Kantar Worldpanel). Carrs Foods director Paul Baker said that, despite this, the Paul Hollywood brand was growing.

“Paul Hollywood’s range of ready-to-bake breads, which launched in 2015, has grown the part-baked bread category significantly and strengthened Carrs Foods’ position as a market leader in the bakery sector,” said Baker.

“In fact, independent research shows that when compared with total ready-to-bake category consumers, Paul Hollywood consumers have changed the behaviour in the category by doubling the weekly frequency of purchase of Paul Hollywood products.”

The launch will be supported by a consumer PR campaign, together with social media activity run on Paul Hollywood’s Facebook channel.

In September 2015, Hollywood and Carrs Foods introduced a three-strong multipack collection, which included seeded, crusty white and multi-seed variants.

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