Bake-off fan? It’s about time you popped into Paul Hollywood’s new bakery in the middle of Euston Station. Called Knead, it’s a sleek scandi-design café with bare-brick walls and an impressive light-feature (made of baking trays), with an extensive menu of grab-and-go, as well as eat-in grub.
From spongy banana bread to salted caramel brownies, delectable puff-pasty pies to moreish rocky roads, Hollywood personally designed the menu for the store and trained all the kitchen staff.
This is the telly star’s first outlet, but he’s been mastering his trade throughout his long career, which began in his dad’s bakery when he was a teen and saw him heading up the pastry team at swish places like The Dorchester. And it certainly shows.
On our visit we enjoyed a mushroom and spinach pie, doused in truffle oil and encased in a smooth-at-the-bottom, flaky-at-the-top puff pastry. Entangled with lashings of mellow gravy, the pie came piled atop a bed of velvety mash and tender minted peas. We devoured every morsel.
Quality of the menu aside, the signature sausage rolls – served by the inch – have been the bestseller since the store opened last September. “It’s quite a quirky concept,” says the store’s Kayley, “lots of people laugh at the idea and then they go for the eight inches, as a sort of challenge.”
“We’ve been absolutely smashing it so far,” she continues, “it’s the quality of the food, the pull of Paul and the beauty of being in such a busy travel spot.”
Although the Bake-Off king pops in fairly regularly, he isn’t in-house all the time. “We’re used to disappointing people by now,” Kayley says. “Everyday we get customers coming in hoping to meet him.”