Sales at The Paul Hollywood Ready to Bake Range have surged during lockdown, with consumers now being advised to buy in advanced to avoid disappointment.

Over the past three months, the of value sales has increased by over 130%, indicating a strong consumer need to consistently have store cupboard favourites like bread in the home.

Known for its longer-shelf life, The Paul Hollywood Ready to Bake Range has allowed consumers to have freshly baked bread whenever they want it.

The coronavirus crisis has significantly altered the way that people shop, with many reducing the frequency of their shopping trips to larger retailers or shopping online.

Jeremy Gilboy, founder, St Pierre Groupe, comments: “The recent sales increase during the health crisis has further strengthened Paul Hollywood’s position as the biggest brand in the part-baked category in the UK.

“It is evident that consumers are seeking quality bakery items that have a generous shelf-life and are convenient, meaning part-baked ranges like Paul Hollywood’s Ready to Bake rolls are a must-stock for retailers.

“They not only reduce shopping trips, but they also provide consumers with the quick and simple pleasure of having baked bread fresh from the oven that’s ready in under ten minutes. The Paul Hollywood Ready to Bake range also benefits retailers, as its longer shelf-life can reduce food waste in-store.”

The Paul Hollywood Ready to Bake Rolls make the perfect accompaniment to a number of meals, as well as the basis for dishes themselves.

The range includes four Crusty Rolls RRP: £1.40 and four Rustic Rolls RRP: £1.70 and is available in the multiple channel, with a recent listing in Morrisons and convenience channels.

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