UK. SSP’s new coffee and bakery concept, created with renowned Master Baker Paul Hollywood, has opened at London Euston railway station.

KNEAD by Paul Hollywood was announced earlier this month and unveiled to members of the press, including The Moodie Davitt Report, at an event on Friday (22 September). It was opened for business the following day.

Oven fresh: TV star and Master Baker Paul Hollywood (third from left) attended an opening event at London Euston railway station

“KNEAD has been a project I’ve been working on for some time, and I can’t wait for you to come and experience what we have created,” said Hollywood, who is well known in the UK as star of TV show The Great British Bake Off.

“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.”

Comfort food: All ingredients used have been specifically selected by Paul Hollywood

Hollywood said he accepted SSP’s offer to get involved in the project as felt the relationship was right, and that together they could “push boundaries” in the travel space. The opening is also an extension of his “deep passion for great baking”.

“All the recipes are mine, working with SSP,” he said, noting that he was heavily involved in taste tests during the development phase. “I was like a balloon,” he joked, as the tests often took place around the time of his participation in The Great British Bake Off shows, which require him to taste and judge contestants’ creations.

SSP UK CEO Simon Smith said that there was potential for the brand to be rolled out further if it proved successful, including in the airport space. “We will take our time. We want to do a great job for our client and for customers and get it right [at Euston]. Then we will see.”

Network Rail Head of Retail Daniel Charles said we has delighted to add the outlet to Euston’s portfolio, and expressed interest in adding it at other UK stations in the future.

What’s on offer?

Smith said that the KNEAD by Paul Hollywood concept had been created to be “approachable and welcoming” for all customers. “It goes back to older days of something that is comfortable and accessible, and not mass produced. It has a ‘home-made’ style, which is fresh, authentic and British, offering good quality comfort food made using Paul’s methods in-house every day.”

SSP said the design of the unit has been centred around a live interactional kitchen environment and the need for fast efficient service that is personal.

Hand crafted barista coffee, with a bespoke coffee roast especially for KNEAD, will be served.

At breakfast KNEAD will offer a range of breakfast classics including breakfast sandwiches, porridge, pastries and sausage rolls, while at lunchtime the menu will focus on handmade pies, mash and gravy, sausage rolls (sold by the inch), deli sandwiches, salads and a selection of grab and go desserts and cakes. All ingredients have been specifically selected by Hollywood, the company said.

Although much of the business will come from grab and go customers, there is an indoor seating area with free Wi-Fi available.

Knead will be open every day Monday to Friday from 7am to 10pm, and 8am to 10pm on Saturday and Sunday.

NOTE: The Moodie Davitt Report also publishes The Foodie Report, the world’s only media focused on airport (and other travel-related) food & beverage. The Foodie Report e-Newsletter is published every two weeks and The Foodie Report e-Zine every month.

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The company also organises the annual Airport Food & Beverage (FAB) Conference & Awards.