Great British Bake Off's Paul Hollywood to launch Knead Bakery at Euston

By Georgia Bronte contact

- Last updated on GMT

GBBO star Paul Hollywood to open debut Knead Bakery store

Related tags: Train station

Celebrity baker and star of The Great British Bake Off Paul Hollywood will has partnered with SSP to open a bakery in Euston Station next month.

SSP has picked a spot just outside the train station – one of the busiest in the capital - for its first Knead Bakery site, which will be an ‘upmarket bakery’ that will sell artisan sandwiches, cakes and pastries, including a sausage roll that will be sold by the inch.

The travel concessions company, which owns a number of brands and operates others such as Burger King, Yo! Sushi, Upper Crust and Millie’s Cookies, plans to expand the Knead Bakery brand throughout national rail stations and airports.

The launch is well timed, with the first Channel Four episode​ of The Great British Bake Off, in which Hollywood is a judge, being aired last night (29 September). An average of 5.8 million viewers watched the show - the channel’s best-performing show since its aired the Paralympic Games Opening Ceremony in 2012.

The company's shares surged 9% after the deal with Hollywood was announced. 

“Though he may have received the ire of GBBO fans, Paul Hollywood has proven to be the star baker for SSP Group,” says Connor Campbell, an analyst at Spreadex.

SSP, which now has 600 stores in 20 UK airports and 115 train stations, also recently launched Pita & Brew, a grab-and-go kebab-based concept, at Newcastle Airport.

 Pita & Brew sells kebabs priced at £6.95 with consumers able to choose from pulled pork, pulled chicken, halloumi and kebab meat options, all served with tomatoes, jalapenos, lettuce and slaw and topped with tomato chilli and garlic sauce.

Related topics: Venues

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