Paul Hollywood, best known for frowning at lumpy bottoms on The Great British Bake Off, has turned his merciless eye to the world of mass-produced bakery.

The lothario of leavening has, it seems, a thing for Warburtons’ medium sliced white, and the magic of its wax packets. “It’s a great carrier,” he told The Guardian.

When Hollywood was pressed on whether he worked for the company, he chuckled: “I might be after this.” Especially as you’ve also mentioned it in the Radio Times and the Daily Mail, eh Paul?