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Why four is the magic number for refreshed bakery

Why four is the magic number for refreshed bakery

Thursday 20 October 2022

Why four is the magic number for refreshed bakery

Thursday 20 October 2022

As Simon Rodgers settled on the name 'Four' to accompany the hot pink rebrand of his artisan bakery, some rather strange coincidences started to emerge.

Times are tough for the high-street. We've just come out of a pandemic, the cost of living is going up and economic uncertainty seems to stalk small businesses wherever they go. However, despite this, there are several newer faces about town braving it all.

Each day this week, Express has been profiling those who are braving it all. Today, we chat to 'Four', formerly known as R&R Bakehouse...

The brainchild of former finance professional Simon Rodgers, whose cancer diagnosis inspired a career change, artisan bakery and chocolatier 'R&R Bakehouse' opened a year ago on Bath Street.


Pictured: The former style of the then-R&R Bakehouse - now 'Four' - located at 55 Bath Street.

But islanders might not recognise it now, were they to wonder past, thanks to its dramatic rebrand which was completed two months ago.

It now has a new name, ‘Four’, is bright pink and has even had a shake-up inside - it's now possible to see right through to the kitchen, and view the pastry chefs in action.

The name itself was the source of a long discussion, as Simon Rodgers, the owner, testifies to.


Pictured: Four got a makeover two months ago.

Initial suggestions of various French bakery-themed names were thrown out - the classic Boulangerie among them - but none stuck.

Discussions drifted towards what the bakery actually stocked. Four kinds of bread, as it happened. By happy coincidence, Four is the French word for oven. As such, the name Four seemed the perfect fit.

Oddly enough, the name started to become strangely prescient, uncannily reflecting the life of the owner. The bakery is introducing a new range of choclates in time for Christmas, with four different flavours on offer. Additionally, Simon has four kids and, strangest of all, has had two toes removed. Thus, he has an average of four toes on each foot. It’s truly a magic number.

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A post shared by Four Bakery (@fourbakeryjersey)

Four has a range of products on offer. In addition to the bakery's four types of bread, Four sells coffees, brownies and various savoury items including sausage rolls, sandwiches and Foccacia.

Of course, pastries also feature, with croissants and chocolatines - better known as a pain au chocolate - on the menu. 

Simon confided that the decision to use the name chocolatines was a controversial one. Ellen, one of the pastry chefs, grew up in the South of France where it is common practice to name them as such. Ellen was resolute about the naming choice. However, those from the North of France disagree and, Simon can confirm, there has been some vehement backlash. C’est la vie.

View this post on Instagram

A post shared by Four Bakery (@fourbakeryjersey)

Pictured: A good question...

Simon himself feels confident about the coming period of economic uncertainty. He firmly believes in his product. Everything in Four is baked fresh each day, there are no additives or preservatives, and everything is completely organic.

Simon is keenly aware that people are more aware than ever of what goes into their food and so a quality product that is baked with care will always be in demand.

However, when it comes to Four's offering, he reassures: “If you eat our products, you get proper nourishment.”


Scent-national candle store is more than a 'Pretty Okay' addition to town - Pretty Okay Candle Co, Don Street

Chaotic new look for pop culture pick-and-mix store - Chaos, Halkett Place

New boutique adds sea salt sprinkle of eco chic to high street - Wild Atlantique, King Street

Follow Express for the next instalment in the series tomorrow... Sign up to our free daily news email here so you don't miss it.

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