Bakery author Paul Hollywood has begun supplying a new branded range of six traditional breads including brioche into 11 London Waitrose stores and Harrods.

Hollywood, who started up a new artisan bakery in Aylesham, Kent, in March 2007, will also launch a range of hearty loaves this week based on old recipes, some dating back 500 years.

“The credit crunch has had an interesting effect for us,” he said. “Rather than going out to eat, people seem to be spending more on premium breads to share with family and friends at home.”