Poundland is going after a bigger slice of the burgeoning bakeware market by partnering with actress and celebrity baker Jane Asher for a new product launch.
Poundland says this is the first time a UK value chain has developed an exclusive collection with a personality like Asher, who has a baking shop in London and also written several books on baking.

The range will be rolled out across Poundland's 490 UK and Irish shops next spring. Each item will sell for £1, including multipacks such as three wooden spoons and six silicone cases. Products will be available in four mix-and-match pastel colours.

Ms Asher, who has also worked with a number of manufacturers on celebrity baking ranges, says she has designed, tested and worked with every product in her Poundland range.

"We're very proud that we're the first discount retailer to launch a celebrity range and very excited to be working with Jane Asher," said Poundland CEO Jim McCarthy.

"We're extremely pleased to be offering our customers an affordable entry point into the hugely popular home-baking trend, which now sees one in seven Brits baking more than twice a week. For well under £10 they will be ready to bake with Poundland."