Edd Kimber, the first winner of BBC2’s The Great British Bake Off in 2010, has set up a new bakery business in London.

One of the judges from this year’s National Cupcake Championships, organised by British Baker, Kimber said he will be trialling the new Eddible Bakery business at Maltby Street market in Bermondsey, south London, on Saturday 8 September.

The new self-funded bakery venture, which will be run solely by Kimber, will be geared around comfort food, including items such as cinnamon rolls and brioches.

Kimber told British Baker: “It is something I wanted to try out, especially living in London, and the products have a real autumnal feel, including the things I like making the most and food that people have an emotional attachment to. However, there will not be a cupcake in sight.”

He added that should the business be successful in its market format, it could transform into a retail business with one or two sites opening in the London area.

Maltby Street market houses a number of bakery businesses in spaces under railway arches every Saturday, including St John Bakery and Bea’s of Bloomsbury.

Kimber, also known as The Boy Who Bakes, is launching his second book, called Say It With Cake, this October. Containing 80 recipes, it will focus on sweet bakery creations for celebratory occasions, including Lemon Love Heart Cookies for Valentine’s Day, a White Chocolate Rainbow Cake for children’s birthday parties and a Macaron Tower Wedding Cake.

Judging the Classic Cupcake of the Year category with Royal Wedding cake maker Fiona Cairns for the National Cupcake Championships in July, he presented the winner and highly commended awards as part of the event at the Institute of Contemporary Arts in London.

The top accolade was awarded to Lindsay Horn of Swirls and Pearls Bakery in north London for her Lime and Ginger Cupcake. Highly commended went to Fiona Pratt from Bibi’s Bakery in Scotland for a Bibi’s Victoria Sponge Cupcake.