Bake Off’s Paul Hollywood Is Opening a Bakery in Euston Station

Great British Bake Off presenter Paul Hollywood is opening a coffee shop and bakery called Knead in Euston Station next month. The news was announced via the twitter account @KneadPH set up yesterday.

The bakery will serve bacon, sausage and egg butties, “melt in the mouth” sausage rolls served by the inch, sweet pastries, pies “packed full of succulent British beef,” served with mash and peas. “Carefully crafted barista coffee using 100% arabica beans” — an amalgam of speciality coffee buzz words — will also be available. So there’s an effort to tap into the zeitgeist as well as draw on consumer nostalgia.

Although it is called a bakery, no mention has yet been made of whether any bread or bakes — save for the sausage rolls — will be made on the premises.

A statement from Hollywood on the new website reads: "Since leaving school and starting work in my father’s bakery I have loved and championed everything to do with great baking. The creation of KNEAD is an extension of this passion, and I can’t wait for you to come and experience what we have created. Just wait until you taste the difference in my bacon butties and sausage roll!"

Knead will open every day from 7 a.m. for breakfast serving what they call “high quality delicious food all day every day.” The sliced white in the promo pictures certainly seems to challenge the “high quality” assertion. Perhaps Knead will refuse to join the citywide move towards artisanal sourdough oriented bakes.

Check back for more updates as soon as they’re announced.