Revealed: First site of SSP and Paul Hollywood bakery concept Knead

Starbucks and Upper Crust operator SSP is to open a new bakery concept with Paul Hollywood at London’s Euston station.

Called Knead, the bakery will serve breakfast butties, including sausage and bacon sandwiches, as well as freshly baked pies and barista coffee every day from 7am. It will also sell sausage roll by the inch.

The store has been designed for all occasions and boasts indoor seating, mobile charging points and access to Euston station’s free wifi. Customers will also be able to watch their food being prepared and cooked live in the open plan kitchen, and will be able to choose exactly which baked roll or piece of bacon they’d like in their sandwich.

Hollywood was inspired by working in his father’s bakery after leaving school, stating he “loved and championed everything to do with great baking”.

“The creation of Knead is an extension of this passion, and I can’t wait for you to come and experience what we have created,” Hollywood said on the Knead website. “Just wait until you taste the difference in my bacon butties and sausage roll!”

Hollywood appeared this week on the Channel 4 series of The Great British Bake Off alongside new judge Prue Leith.

He has also worked with companies including Mr Kipling owner Premier Foods and Carrs Foods, respectively launching baking mixes and icings, and creating new bread and roll lines for the retail sector.

Simon Smith, CEO of SSP UK said: “We are delighted to be working with one of the country’s most celebrated and recognised bakers to bring a concept that’s new and exciting to the people who travel through or live and work in and around Euston.”

The bakery will welcome its first set of customers at the end of September. No official date has been announced.

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