Waitrose is undergoing a significant expansion of its self-serve bakery counters, introducing over 30 innovative products.
- The new range includes 15 trend-driven bakery items, such as Cheese and Onion Tear & Share Bread.
- Alongside savory snacks, 14 new patisserie treats with seasonal flavors are being launched.
- Enhanced freshness and quality are key focuses, with many products baked in-store for optimal sensory experience.
- In-store bakery sales have surged 14% over the past year, prompting this expansion.
Waitrose is enhancing its in-store self-serve bakery counters with more than 30 new offerings, encompassing bread, savory snacks, and patisseries. This expansion reflects Waitrose’s commitment to providing fresh and quality products to its customers.
Among the innovations, Waitrose introduces 15 new trend-driven bakery products. Noteworthy items include the Cheese and Onion Tear & Share Bread and the Jalapeno & Cheddar Breadstick, catering to diverse flavor preferences and elevating the standard bakery variety.
The bakery selection is complemented by 14 newly introduced patisserie treats, featuring seasonal flavors like cinnamon and tiramisu. These sweet additions further diversify the product line, offering customers an enriched shopping experience.
Focusing on freshness and quality, Waitrose has emphasized baking many items in-store. The newly launched No.1 Sourdough Baguette, crafted with a 36-hour slow fermentation process, exemplifies this focus, promising a fresh and dynamic taste. Similarly, the No.1 Seeded Ancient Grains Bread, made with artisan malt mix, is also freshly baked in stores, enhancing the sensory appeal.
Elizabeth Greenman, a bakery product developer at Waitrose, highlighted the intent behind these changes: “Our focus on freshness and quality has led us to introduce more products that can be baked in store, providing our customers with an increased sensory experience.”
Serena Jackson, a patisserie product developer, added insight into the patisserie enhancements: “For the patisserie range, including the new No. 1 Apple Tarte Tatin Turnover, we also finish the baking process in-store, with partners adding the final touches such as a fresh sprinkling of crunchy demerara sugar just before serving.”
This expansion is timely, as Waitrose observed a 14% increase in in-store bakery sales compared to the previous year. This growth underscores the success of their strategy to enrich the bakery offerings, aligning with customer demand for fresh, quality products.
Waitrose’s bakery expansion not only diversifies its offerings but also enhances the freshness and quality, meeting increased consumer demand.
