Homepride has launched a strong white bread flour - the first new product from the iconic British baking brand in 53 years.

The Homepride flour team has brought Great British Bake Off star Paul Jagger on board as the brand’s new ambassador to help encourage consumers and fans of the TV series to bake bread with Homepride flour. The new partnership and launch of Homepride strong white bread flour (rrp 1.50 per 1kg) comes during Real Bread Week (6 – 14 May 2017).

Paul was a contestant and quarter finalist on series six of the Great British Bake Off in 2015, where he is best remembered for his bread lion sculpture. 

Paul will help Homepride flour promote its new strong white bread flour which offers consumers all the benefits that the plain and self-raising varieties bring – pre-sieved, ready to use flour, made from 100% British wheat that is unbleached, which stays fresh in its re-sealable caddy. 

Kate Wells, spokesperson for Homepride flour, said: “As one of the stars of the UK’s most popular TV show and creator of one of the most famous bread bakes in recent memory, teaming up with Paul was the ideal partnership for Homepride flour. His expertise, passion for bread and fanbase from the Great British Bake Off adds great value to our new strong white bread flour, and we are looking forward to working with Paul going forward.”

Paul kicks off his role as ambassador by judging a new baking competition on social media and hosting a Facebook Live event on the Homepride flour Facebook page, on Monday 8 May at 7pm during Real Bread Week. He will offer his hints and tips on how to bake a winning bread and answer questions live from baking fans.

The competition will ask bakers to post pictures of their breads made with the new Homepride strong white bread flour using the hashtag #Fredbread.

Real Bread Week encourages the use of local, independent real bread bakeries and baking your own.