Pirate’s Doodle Bread
On the days when I’m not W+K ing I do things with bread.
Over the past couple of years I’ve been working with a fantastic Irish bread inventor. We’ve done lots of messing , doughing, and general bread storming.
She discovered a way to bake bread with shapes running through it.
Bread like sitcks of rock. Brilliant.
We have developed this into a brand.
Check it out at http://www.doodlebread.com/
Our primary target market are parents who haven’t really grown up,,, along with their 5-11 year olds. The first person to try it out here was Kevin. Seems our strategy was working. He got cross, got messy, oiled the wrong bit, swore, ranted, pulled his hair out – tough when you’re a baldy – but eventually baked his first ever Doodle loaf. His boys loved it, apparently. Not sure about Kevin.
At the moment the only ‘Doodle’ shape available is a star, but we plan to introduce more shapes and colours as we go forward. In true Wieden spirit this is an experimental, on-going project and all feedback, even Kev’s, is really useful. You can either comment on the Doodle Bread blog http://doodlebread.wordpress.com/. Or upload your bread master-pieces on the site, or email us directly at [email protected].
Let the bread brilliance begin…