SSP is believed to have lined up Euston Station as the first location for Knead, its new “upmarket bakery concept” in partnership with Paul Hollywood.

The company is believed to have picked a unit just outside the station for the first site under the concept, which it plans to roll out.

The new concept will sell “artisan sandwiches, cakes and pastries” - including a sausage roll that will be sold by the inch.

Last November, SSP chief executive Kate Swann said: “The initial taste tests last week were fantastic and we’ll have the final round this week with Paul ahead of the launch next year. We’re very excited about Knead.”

A SSP spokesperson added: “Paul’s heritage as an artisan baker is integral to the brand and he has been involved in every stage of development.”

The travel food specialist plans to expand the brand throughout national rail stations and airports.