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Kluman & Balter marble cake
“Taste and flavour are much more on people’s radars” Matthew Jones, Bread Ahead
Getting ahead Few could have predicted the success of Bread Ahead’s crème brûlée doughnut. The concept has been around for a while – a New York bak- ery claims to have invented them in 2008 – and while Bread Ahead’s twist of a branding iron is novel, creating a crisp and enticing crust, there are plenty of attractive doughnuts in the capital. “It kind of came out of nowhere,” says Jones.
“We’re always tinkering with ideas and we like to do things properly – we make all the jam for our jam doughnuts, for example. But we got the little branding iron – one of the French ones, which is the proper way to do crème brûlée – and it just worked. It was madness.” Much has changed in the bakery world
since Bread Ahead opened in 2013, and not just in terms of social media. Jones believes customers are much more aware of quality and, consequently, expectations have risen. “It’s really changed,” he says. “People are
much more conscious of what lamination in a croissant is, for example – they know about it, they’re like, ‘hang on a minute, I want that one’. Taste and flavour are much more on people’s radars, which is great for us.”
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Matthew Jones, founder and owner of Bread Ahead
And, despite the ongoing financial crunch, customers in London still seem happy to pay a premium for better quality baked goods, particularly when they’re a decent size, as Jones points out. “We’ve always specialised in indulgent things,” he says, “but not gim- micky. This trend of giant croissants, we don’t do that – we just make a good croissant. Our doughnuts are 120g so you’re not going to have six of them. You might stretch to two!” Not everyone is so restrained when it comes to croissants. According to Rachel Cook,
Suppliers
Bidfood
www.bidfood.co.uk
Bread Ahead
www.breadahead.com
Cavan Bakery
https://thecavanbakery.co.uk
Délifrance
www.delifrance.com/uk
Jestic
www.jestic.co.uk
Kluman & Balter
www.klumanandbalter.com
La Lorraine
www.llbg.com
Middleton Foods
https://middletonfoods.com
Mondo Sando
www.instagram.com/
mondo.sandwiches
Unox
www.unox.com
Wilde’s Deli
www.instagram.com/wildesdeli
26 January 2024 | The Caterer | 41
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PHOTO: SIMON DEWHURST
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