James Fleming has been appointed by Tesco as chief executive of Euphorium Bakery, according to the latest reports.

As reported by British Baker’s sister title M&C Report, the former head of Paul UK, who joined the supermarket business last October as chief operating officer for its commercial division, has stepped into the new role this month.

Fleming previously worked at the BB75 retailer Paul UK for more than two years as its chief executive, as well as operations director at restaurant business Pizza Express. 

Euphorium Bakery opened its first site in a Tesco store last December at the supermarket’s West Cromwell Road branch in Kensington, London, a pilot store which consisted of a more than 100-seat capacity café, in addition to an in-store bakery. 

Tesco has recently purchased the restaurant group Giraffe for £48.5m, and has a stake in artisan coffee shop business Harris + Hoole in addition to Euphorium Bakery.