Carrs Foods launches Paul Hollywood Ready to Bake in Sainsbury’s

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Bakery business, Carrs Foods, has secured listings for its Paul Hollywood Ready to Bake products in Sainsbury’s stores nationwide from November. The range includes the newly-launched Sourdough Multigrain Rolls, as well as Crusty and Multi-Seed Rolls (six pack); Ready to Bake Rustic Rolls (four pack), and a Ready to Bake Rustic Loaf.

The new Sourdough Multigrain Rolls are baked with a special blend of seeds and grains to create rolls bursting full of sourdough taste and flavour. Using unique shapes, finishes and toppings, the range complements the home baking trend; one of the factors driving growth within the category.

Tim Boote, marketing director of Carrs Foods, adds: “We have launched the new Paul Hollywood Sourdough Multigrain Rolls in response to the growing consumer demand for sourdough products. The new rolls are made with a slow fermented sourdough that has been fermented for 20 hours and delivers a deliciously mild flavour that we are sure will appeal to customers, looking for great tasting bread they can bake at home.

“The Paul Hollywood Sourdough Multigrain Rolls are also baked with a special blend of seeds and grains to appeal to today’s increasingly health conscious consumer. We are confident that the overall combination of sourdough and seeds will be a winning one that will ensure that the Paul Hollywood Ready to Bake range continues to go from strength to strength.”

The Paul Hollywood Ready to Bake range will be available in over 300 Sainsbury’s supermarket stores as well as the multi-seed rolls in 350 Sainsbury’s Local stores. The rolls will retail for £1 in a special introductory offer running until Christmas.

Jeremy Gilboy, managing director of Carrs Foods, comments: “We are delighted that Sainsbury’s is listing the Paul Hollywood Ready to Bake range. It is testament to the quality of the products and the innovation and excitement they have brought to the category as well as the popularity of Paul himself.”

Originally launched in 2015, Paul Hollywood’s range of Ready to Bake breads has reinvigorated the previously declining part-baked bread category, strengthening Carrs Foods’ position as a market leader in the bakery sector.

The Paul Hollywood Ready to Bake range is also listed in Waitrose, Tesco and Ocado.