Project Knead is on the rise!

For the past two years, our teams have been getting their hands in the flour and showing us the power of bread! After igniting a flour-fuelled revolution to get our teams baking again and sourcing locally, Project Knead 2.0 focuses on three showstoppers – burger buns, ciabatta and sourdough.

After years of being the most-wanted loaf, the arrival of sourdough has caused quite a stir among our chefs and customers. John Hicks, Senior Chef Trainer said: “We want to keep our teams learning and creating. The new volume of recipes has been so well received – seeing it land has been amazing.”

As much as Project Knead fuels our Obsession for fresh bread, it’s also about feeding our People, Planet and Purpose mission. What began as a target to train 223 bakers has exploded into a baking movement with a community of nearly 1000 bakers across 150+ locations. More recently, Project Knead has gone international, expanding into a new region, with the team in France next to fire up their ovens. Working closely with John, Executive Pastry Chef, Audrey Bonnafous, and a team of taste champions are setting new targets to get even more chefs baking again.

The team are not just following recipes – they’re making them their own. From Leanne’s apple pie focaccia using rescued WasteKnot apples to Liberty’s bold Wildfarmed focaccia topped with masala chickpeas, our chefs are fuelling their individuality with every bake. It’s no surprise team Project Knead scooped up Gamechanger of the Year 2024 at our People Awards – a proud recognition of their trailblazing impact across the business and beyond.

With great food comes great responsibility. Sourcing locally has been a game-changer for our planet and even better for our bakes with high-quality flour and full traceability. Slashing the food miles and turning our focus to fresh, nutritious, homemade bread is also a big tick for our Sustainable Nutrition movement and Second Nature targets. “Using local flour helps our supply partners grow, do good for our planet and helps our people connect and appreciate the story behind every loaf,” John added.

In Scotland, where it all began, we’ve proudly strengthened our bonds with partners like Mungoswells and Marriages in the Cotswolds. Going above and beyond, they’ve done more than supply the product – they’ve invited our bakers into their world and shared their craft through hands-on learning with their in-house experts.

Purpose is baked into everything we do. During Mental Health Awareness Week in May, Project Knead teams rolled up their sleeves – raising over £1,700 for Regional Chef, Greg Popek’s Burnt Chef Project fundraiser as he takes on an epic climb to Mount Kilimanjaro in September. The team baked and sold fresh bread, with every penny going to support the cause. John added: “What makes Project Knead really special is how far its impact has reached. Our teams, chefs, clients, customers – even board members – want to be part of it.”

We’re already thinking ahead – Project Knead 3.0 is going sweet! We’ll give you a hint, it’s round and packed with cinnamon swirls…