A Conversation with KNEAD

We've been working with KNEAD since 2021 and love what they do. They have just opened the doors to their 5th bakery in Oxford, making it the perfect time to sit down with Kris, the Director, and discuss all things Knead.

FIRSTLY, TELL US ABOUT KNEAD

KNEAD is a modern artisan bakery that combines traditional craftsmanship with bold innovation, making it a standout in the UK food scene. Founded by chefs with Michelin-starred experience, KNEAD focuses on hand-crafted, seasonal baking, producing award-winning pastries, sourdoughs, and treats that have earned accolades like Great Taste stars and features in The Times’ Top 49 UK Bakeries & La Liste, world's best pastry shop.

With multiple locations across the Cotswolds and a new Oxford site, the brand blends café culture with immersive experiences, from seasonal supper clubs and bar nights to afternoon tea and private events. It’s not just a bakery—it’s a vibrant hospitality concept, complete with a mobile bakery van (KNEAD on Wheels) serving villages and events, and a growing nationwide delivery service (KNEAD by Post) that brings indulgent bakes straight to your door. What makes KNEAD truly unique is its ability to stay rooted in quality and community while scaling with a flexible, hybrid business model that delivers warmth, flavour, and flair across every platform it touches.

IF YOU WEREN’T RUNNING YOUR BUSINESS, WHAT JOB WOULD YOU BE DOING?

If I weren’t running the business, I’d probably still be deep in the food world — just swapping bakery whites for chef whites. Most likely I’d be in a busy kitchen somewhere, working with great ingredients, running a service, maybe in a Michelin-level restaurant. Or… maybe I’d have taken a left turn and ended up as a food critic, travelling, eating, and writing about what others are cooking — still chasing flavour, just with a notebook instead of a mixer. Either way, it’d always come back to food. Always.

WHAT’S YOUR FAVOURITE WAY TO ENJOY COFFEE?

My favourite way to enjoy coffee is a flat white with oat milk — one in the morning to start the day right, and another in the afternoon for a little reset. The perfect breakfast to go with it? Toasted sourdough: one slice simply with salted butter, and the other topped with butter, Marmite, sliced cheddar, and fresh tomatoes. It’s salty, savoury, sharp, and just the right kind of messy — basically, heaven with a coffee in hand.

WHAT DO YOU LOVE ABOUT WORKING WITH EXTRACT?

What I love about working with Extract is that they deliver consistently great coffee — every bag, every shot, every time. Their customer service is spot on, and we’ve had a brilliant relationship from day one — loyal on both sides, which means a lot. Their new branding is absolutely on point and aligns so well with KNEAD’s aesthetic and values. It’s a partnership that just works — quality, consistency, and a shared love for doing things properly.

SWEET OR SAVOURY?

Sweet first, always — then something savoury to balance the palate (and justify the sugar hit). But if I had to pick, sweet wins every time. There’s just something about a perfectly made pastry or dessert that hits different — it’s joy in a bite.

WE BRITS HAVE THIS ODD OBSESSION WITH THE MEAL DEAL. WHAT’S YOUR DREAM COMBO?

My dream combo? No shame here: a classic cheese & onion sandwich, a bag of salt & vinegar crisps (the sharper the better), and a bottle of orange Oasis to wash it all down. It’s the kind of combo that hits with pure nostalgic joy — comfort food with zero pretence, just vibes.

WHAT ARE YOU MOST LOOKING FORWARD TO THIS YEAR?

This year’s shaping up to be a big one, and I’m most looking forward to three things: opening both KNEAD Oxford and KNEAD Tewkesbury — two huge milestones for the business; a much-needed family holiday in October to recharge; and a personal one that’s a bit emotional — my youngest starting school. It’s a mix of exciting growth, quality time, and big life moments, and I couldn’t be more ready for it all.

SINCE STARTING YOUR BUSINESS, WHAT’S BEEN YOUR PROUDEST ACHIEVEMENT?

Since starting the business, my proudest achievement has been opening multiple KNEAD sites in such a short space of time — it’s been a whirlwind, but seeing them thrive and bring something special to each local community has made it all worth it. I’m also incredibly proud that we’ve been able to offer so many jobs in the food industry, creating opportunities and building strong teams locally. And to top it off, being awarded two stars for two of our baked products — that recognition for the quality of what we do means the world.

WHAT ADVICE WOULD YOU GIVE SOMEONE THINKING ABOUT STARTING THEIR OWN BUSINESS?

Start with something you genuinely care about — passion will carry you through the long hours, the setbacks, and the chaos. Be prepared to do everything at the start, from cleaning the floors to answering emails at midnight. Surround yourself with good people who challenge you and back you. Stay humble, stay curious, and don’t wait for perfection — just start, learn as you go, and keep showing up. And most importantly, look after yourself — a burnt-out founder is no good to anyone.

ASIDE FROM YOUR OWN BUSINESS, WHERE IS YOUR FAVOURITE SPOT TO GRAB A BITE TO EAT OR A COFFEE?

Aside from KNEAD, one of my favourite spots to grab a bite or a coffee is Lynwood. Rob and his team have built a brilliant café — great food, great atmosphere, and you can really tell they care about what they’re doing. It’s always a solid choice when I’m not in one of our own bakeries.