It's a tongue-twisting headline: former Burnham Beeches head baker opens Blanc Bakery in Berwick. And spitting out that sentence isn't the only challenge you'll face when visiting this instant smash hit from baker James McMurray and partner Rachel Goldstein.

The couple, having noted that Berwick was lacking in slow-rise artisan baked goods, have been overrun since opening in Adams Lane in December, often selling out of every last loaf and custard-filled doughnut by 10.30am.

Currently, white sourdough and plain croissants are the top-sellers, along with house signatures such as cheese and jalapeno bagels, focaccia and chocolate pistachio pastry scrolls made with French butter.

But McMurray's mission is to convert locals to more couture breads.

Grains for Blanc's flours are sourced from specialist growers Demeter and Tuerong, and are freshly milled for the bakery in Monbulk.

Red Zanzibar, a fine, full-flavoured wheat flour developed in France specifically for bakers, is the base of one of their best-selling loaves. The pain de campagne (a rustic French country loaf) features malty rye and spelt flours.

Goldstein says the "overwhelming" local response means sandwiches and dine-in trade will come later. For now, arrive before 9am for any hope of a selection, or risk walking away with just a coffee. That said, the Common Folk brew is instantly one of Berwick's best.

Open daily 7.30am-1.30pm (but they sell out earlier).

14 Adams Lane, Berwick, 0430 374 886