Honey & Co. co-founders Sarit Packer and Itamar Srulovich stand outside their Lamb's Conduit Street restaurant.

Source: Honey & Co.

Honey & Co. co-founders Sarit Packer and Itamar Srulovich stand outside their Lamb’s Conduit Street restaurant.

Middle Eastern food brand Honey & Co. has unveiled its latest venture, a bakery café and deli in London’s Bloomsbury district.

Named ‘Honey & Co. Daily’, the Store Street location is due to open in September and will feature a dedicated deli-takeaway area at the entrance offering pastries, cakes, beverages and lunches to go. Meanwhile, a casual 40-seater dining room at the back will offer a more substantial eat-in menu.

All bakery offerings such as pastries, sandwiches, cakes, and breads will be made on site to co-founder Sarit Packer’s recipes. The menu will also include Middle Eastern salads, shakshukas, and dips.

Packer established the business in 2012 with her husband Itamar Srulovich.

“From the start, our baking has been our beating heart, the backbone and basenote of everything we do,” said Srulovich. “From the morning bread through to the afternoon cakes and the last sweet bite after dinner, everything happens in, near or around our pastry section.”

Packer echoed her husband’s comments, noting that their daily structure was shaped around baking. “We want to bring that routine to our guests,” she said. “Whether it’s becoming their daily stop for coffee and a pastry in the morning, a place to grab a quick but delicious sandwich for lunch, somewhere to pop for a slice of cake and an afternoon meeting, or a regular dinner with friends.”

Having set up a restaurant in nearby Lamb’s Conduit Street, a grill house in Great Portland Street, and a food and spices store in Warren Street, the couple say their new bakery is a long-term dream come true.

Honey & Co. co-founders Sarit Packer and Itamar Srulovich display a selection of their Middle Eastern bakery offerings.

Source: Honey & Co.

Itamar Srulovich and Sarit Packer display a selection of their Middle Eastern bakery offerings.

“Our whole operation is powered by my wife Sarit, not least our pastry section,” said Srulovich. “A fairy of sugar, fruit and flour, she conjures up incredible baked goods seemingly without moving, certainly without measuring too much, performing something not far from pure magic.

“This place is truly the space she deserves, a brand new kitchen dedicated to her art, plus a dining space that is so beautiful, I wish we could move in… it will make you weep,” he added.

In addition to all day dining, Honey & Co. Daily will be hosting supper clubs on Friday and Saturday nights, and special holiday celebrations, with tickets being released to their mailing list. Srulovich says the opening will be “be kicking things off with a huge Rosh Hashanah celebration supper club”, marking the upcoming Jewish New Year from 15 to 17 September.

Check out our recent round-up of other new openings expanding the craft bakery scene across the UK.