Premier to launch Paul Hollywood sweet and savoury baking mixes

Premier Foods has teamed up with The Great British Bake Off host Paul Hollywood to launch a range of sweet and savoury baking mixes.

The Grocer exclusively revealed in July that Premier and Hollywood were working on a joint project, and the supplier today revealed the range will comprise 12 “premium, artisanal” mixes that roll out to retailers next February.

Bread mixes include Tomato & Thyme Bloomer and Garlic & Herb Tear’n’Share (both rsp: £2.09), while the sweet mixes include Belgian Chocolate Muffin and Bran & Coconut Flapjack (both rsp: £2.09). All are produced at Premier’s existing manufacturing facilities.

Mr Kipling and Bisto owner Premier said it was approached by Hollywood with the idea of helping consumers bake artisanal products at home. He worked closely with the business to develop the recipes, and will also help market them.

“Lots of people want to bake but can be put off by the variety of ingredients and perceived difficulty of baking artisan-style treats at home,” said Hollywood. “I’m delighted to say we have created a range of mixes that are easy to use and will give people the confidence to start experimenting with hand-crafted, modern, rustic-style baking without the risk of failure and potential wastage.”

Claiming there had been little innovation in the premium home baking market, Premier said the launch would help grow the category, which is worth £387m and has increased less than 1% by value year on year [Kantar Worldpanel 52w/e 16 August 2015].

“I’m thrilled we’ve been able to secure a partnership with Paul Hollywood,” said Premier CEO Gavin Darby. “Launching a new brand from initial concept to shelf presents an exciting opportunity for both of us.”