A £20 sandwich tin? Yes, it’s Paul’s Great British Mark-up
HE HAS already amassed a fortune by producing a series of cookbooks on the back of the success of The Great British Bake Off.
Now Paul Hollywood has decided it’s time to stick his finger into a few more pies – by launching his own range of baking gadgets.
Although he is said to be ‘excited to get people from all backgrounds and abilities baking real food’, the prices of his products are in danger of leaving some fans with a rather sour taste in the mouth.
Hollywood, who joined fellow judge Mary Berry on a new series of the hit BBC show last week, is advertising almost 60 items on his website – each tried, tested and ‘loved’ by the man himself.
The collection – ‘tweaked with a baker’s know-how’ – includes a £19.99 ceramic mixing bowl, a nonstick pizza peel costing £25, and a set of three measuring scoops for £19.99. Even a rolling pin is £9.99. But when compared to high street alternatives, Hollywood’s products, made in partnership with Kitchen Craft and sold through third-party websites such as Waitrose and John Lewis, come at a premium.
Said to be ‘versatile and impressive’, a Paul Hollywood Non-Stick 12-Hole Mini Sandwich Tin is advertised at £20 on the Waitrose website, but bargain-hunters can find a much cheaper option, which also has loose bases, on Amazon for just £11.64.
While Hollywood’s £9.99 10cm Flour/Icing Shaker features a wooden side handle to give users ‘total control over how much you sift and shake’, a stainless-steel alternative can be found at Ikea for just £2.50.
His 20cm cake tin costs £12.99, but shoppers at Tesco can buy one with the same measurements for £2.60.
Meanwhile, Hollywood’s cake lifter, which allows customers to ‘confidently lift and transport delicate and intricate bakes’, is £15. But for those bakers who don’t want to break the bank, they can purchase one from Sainsbury’s for just £3.
Hollywood, who already has his own range of sweet and savoury baking mixes, is not alone in breaking into the bakeware market. Co-star Mary Berry has her own range of products, which she sells through Lakeland, as well as a selection of salad dressings, chutneys, sauces and condiments.
Hollywood, 50, said last year: ‘Because of Bake Off, sales of bakeware have gone up, and Government figures reveal lots more people are starting small bakery businesses. People are earning money from baking after being inspired by the show, and they’re enjoying doing it – I love that.’