UK bakery brand Warrens Bakery has collaborated with Channel 4's The Great British Bake Off star Martha Collinson to kickstart its expansion in London.
Warrens, which currently has 60 bakeries around the country, made its debut in the capital with the launch of a store on Devonshire Row, City of London last week.
It plans to expand further in to London by launching a site on New Street Square next month and Leadenhall Market in January 2018.
Collison, who reached the quarter final of the fifth series of Bake Off, will release a series of videos with Warrens Bakery to "highlight the importance of craft baking in contemporary Britain."
She said: "I think that there is still plenty of room for brilliant, traditional British bakeries in London, which is why I'm so excited to see Warrens Bakery launch its first London store. Britain is wonderfully multicultural, bringing the possibilities to try bakes from across the globe, but holding on to British bakes and bakeries is so important. I love the bakery culture in France, with people visiting nearly every day to pick up a loaf of bread or a few parties, and I dream of seeing the same happening in the UK!"
Warrens offers hand-made products such as Cornish pasties, cake and buns. It also has hampers for sale in John Lewis and Christmas puddings at Harrods.
Chairman Mark Sullivan said: "London is a very special part of this journey; it's symbolic. By establishing stores at the heart of the capital, we're showing that we are serious about taking affordable craft bakery to the nation, from authentic scones and cakes, fresh sandwiches made with West Country breads, hand-crimped pasties, to gourmet sausage rolls and so much more.
"Martha is passionate about baking and taking it out to the nation. She's warm, friendly and authentic. Martha is also a hugely dedicated practitioner, who has fine-tuned her skills and is now in full flow, demonstrating creativity and innovation at every turn. Our values are totally aligned and we are proud to have her as our partner."
Warrens Bakery was founded in 1860. It plans to roll out over 1,000 stores across the country over the next few years.
By Katie Pathiaki and Rebecca Riezebos
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