MERRY Hill has welcomed the launch of new artisan bakery Batch'd.

Located opposite JD Sports on the lower mall, the new outlet sells desserts from a hand-picked selection of small-scale artisan bakers across the UK.

Each item is personally taste tested by the team and treats include muffins and cakes to cookies and fudge, plus a variety of vegan brownies, donuts and sweets including donuts from Doboy Donuts, an independent bakery based outside Leeds, and creamy fudge from Amy Smiths Fudge.

Dudley News:  Nora El Oudini from Batch’d. Pic by Shaun Fellows / Shine Pix Ltd Nora El Oudini from Batch’d. Pic by Shaun Fellows / Shine Pix Ltd

Louis Richmond, operations director at Batch’d, said: “Supporting and showcasing small-scale artisan businesses from across the country is at the heart of our company.

“We’re very excited about setting up in Merry Hill – as soon as we came to the centre, we knew this would be the perfect new home for our rapidly growing brand."

To mark the launch, Batch’d has introduced a loyalty card scheme giving Merry Hill customers a free cookie after five purchases and a free item up to the value of £10 after collecting 10 stamps.

Jonathan Poole, centre manager at Merry Hill, added: “We’re always looking to welcome businesses that support independent crafts and skills, and the Batch’d proposition does exactly that – which is great to see."

The arrival of the brand at the mall has seen 10 new jobs created.