For those envious of social media masters of dough, who seem to wake up to the smell of fresh bread every morning, one Instagram star may have the answer.
Model Lena Perminova, who has two million followers on the photo sharing site, is launching her Russia-based bakery brand in the UK for the first time. Len & Grechka – linseed and buckwheat in English – has begun home-delivery of its signature product, from which it takes its name; a fermented loaf of linseed and buckwheat.
Despite the obvious challenges of operating in lockdown, Perminova, whose partner Alexander Lebedev is the father of the Evening Standard’s proprietor, says she wants to help Londoners stay healthy while cooped up.
“Every mother will relate to that feeling of trying to dish up and hunt out healthy and delicious food for your family. It can be a struggle!
“Launching Len & Grechka in the UK is about offering people a greater choice of bread and crisps to allow people to make better-informed decisions about the nutrients they put in their bodies.
“If we can get people to switch away from nutrient-devoid white bread to our buckwheat, that would be a beautiful thing.”
Buckwheat is known as a source of high fibre, protein, iron, zinc and selenium, while linseed is known to contain vitamin B, omega 3 and potassium, and the bakery say their bread is among the healthiest in the world. It contains no additives, yeast or sugar, while salt been replaced with Irish seaweed. A loaf costs £5.15.
For more information on Len & Grechka and delivery details, visit lenandgrechka.co.uk
