Bake Off judge Paul Hollywood suffers another blow after Tesco axes two of his bakery products
GREAT British Bake Off judge Paul Hollywood has lost his crumpet after Tesco stopped selling two of his bakery products due to falling sales.
It comes soon after his split from girlfriend Summer Monteys-Fullam, who he met when she worked in his local pub, and amid reports he’s grown close to another barmaid.
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His wholemeal country loaf made with stoneground flour and topped with oats and white country dusted with poppyseeds and millet - two separate ranges - were launched amid a blaze of publicity in May.
But they proved a flop in ‘bread’ with the supermarket chain’s shoppers and are now ‘toast’ after the retailer decided to stop stocking them.
Store bosses and Hollywood hoped to cash in on his high profile Bake Off reputation and they marked his move into fresh bakery products.
At the same time his Belgian Chocolate and Orange teacakes also hit the shelves but they are also going the same way as the loaves and will be taken off the market.
The £1.80 loaves carried a picture of Hollywood and his signature and had the slogan "artisan recipes expertly baked".
The teacakes retailed at £1.50 for two and were described by Hollywood as "soft, sweet and light and made with generous rich chocolate chunks and zesty orange".
When the loaves were launched Hollywood said: “The new loaves deliver exceptional texture and authentic flavour – I’m confident they will have real stand-out in the fresh bread category."
Master Baker Hollywood, 53, is said to be worth £10 million and has been in the headlines recently over his acrimonious split with ex girlfriend and former barmaid Summer, 24.
The Sun told how Summer had furiously accused him of getting close to another barmaid Melissa Spalding, 36.
Paul’s spokesman denied he had been in a relationship with Melissa.
Food manufacturer St Pierre Groupe, who market the bread and tea cakes, said:"New product development is an ongoing part of the brand evolution as consumers seek out innovative and alternative bakery products.
"Sometimes, as in the case of the Paul Hollywood fresh loaves and teacakes, the level of demand is not quite as high as anticipated."
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A source said: "Paul will be disappointed as he had hoped to make the loaves and tea cakes a success by putting his name to them but it's not worked out."
Last week it was reported Hollywood was in negotiations with bread giants Warburtons to star as the new face of their loaves for £1 million.
A spokesperson for Hollywood confirmed the bread and tea cakes were being dropped but added his "flatbread range is doing really well" and would continue to be sold at Tesco.
A spokesperson for St Pierre Groupe said: “St Pierre Groupe continue to be fully supportive of Paul and we value our ongoing relationship. We are fully committed to launching new products with him, which customers will see on shelves in the near future."
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