Leeds brand agency helps celebrity baker launch new range

Celebrity baker Paul Hollywood is launching a new range of ready to bake rolls into Tesco, Waitrose, Budgens and Ocado stores from the autumn in partnership with Carrs Food International.

The packaging for the new range has been designed by Leeds-based brand design agency CHILLI UK.

The packaging created by CHILLI uses an artisan look with quotes by Paul Hollywood regarding the product.

Anticipated to create a new sector within the bread category the launch is expected to drive consumers to the fixture in search of premium quality, ready to bake crusty bread rolls.

Jeremy Gilboy, managing director of Carrs said: “Part– baked breads have become a very commoditised section of the market that has really lacked innovation or interest. With this new ready to bake range of rolls, we are creating a different product – a top quality bread roll that consumers haven’t previously had access to in a convenient format.”

Hollywood also commented: “The range gives consumers the opportunity to enjoy a premium baked crusty roll that is easy to turn out and takes minimum skill or fuss to produce. They are set to add a new dimension to the Bread category, and attract new audiences as well as enhancing sales from existing consumers of ISB and part-baked.”

Six rolls to a batch, the new range is available in crusty white, seeded or multiseed varieties. All are available from RRP £1.49 in Waitrose, Tesco, Budgens and Ocado stores from September/October 2015.

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