Paradise Bakery has the best bread by far in the city. I've tried the well-known brands sold at large supermarkets, as well as other local St. John's brands but none of them compare to Paradise Bakery.
I don't shop at their actual store often, as their bread is sold at Sobeys (at least the Elizabeth Avenue Sobeys), but I have been there a few times and the cookies and other items sold there were great too. I always buy their bread at Sobeys and have recommended it to others, it just tastes better than others. I'm not sure why, but it's definitely worth a try. If I remember correctly, their store in Paradise accepts cash only as payment, but their products (at least the bread) is sold at Sobeys stores in the city as well.