Why Paul Hollywood is on a roll

KNEAD opens at Euston Station, with plans for further outlets.

Paul Hollywood’s latest offering, in collaboration with SSP, has just opened at Euston station. The bakery, called KNEAD, has been 18 months in the making, with Hollywood heavily involved in everything from the design of the outlet to the food.

Whilst Simon Smith, CEO of SSP UK, said that they have plans to roll out further KNEAD outlets, they will wait to bed in this first store before looking further afield.

The brand is designed to be warm, welcoming and authentic, offering comforting British foods made to Hollywood’s specifications and using premium ingredients.

The menu includes breakfast sandwiches, pastries, handmade pies, mash and gravy, mushy peas, as well as deli sandwiches, salads and cakes. Uniquely, they also offer 2 different types of gourmet sausage roll, which customers can buy by the inch.

They have also focussed on espresso coffee, developing their own blend.

With 70 million passengers served a year, Euston station is nearly as busy as Heathrow, which will provide a baptism of fire of sorts for the brand, which is aiming to serve customers within a minute.

Speaking at the launch Hollywood said, “We have worked really hard to give our customers something different, making sure we use the best possible ingredients and give customers the greatest service. Just wait until you taste the difference in my bacon butties and sausage rolls!".

Simon Smith, CEO of SSP UK added, “We are delighted to be working with one of the country’s most celebrated and recognised bakers to bring a concept that’s new and exciting to the people who travel through or live and work in and around Euston.”