Waitrose is enhancing its bakery and patisserie sections with a significant expansion.
- The upscale supermarket plans to introduce more than 30 new items, covering bread, savory snacks, and patisserie.
- Over a third of the bakery and savory snacks assortment will be rejuvenated with innovative flavors.
- New sweet treats in the patisserie section will feature seasonal inspirations like cinnamon and tiramisu.
- This initiative is a response to a notable 14% increase in in-store bakery sales.
Waitrose has embarked on an ambitious expansion of its self-serve bakery counters, a move poised to see the introduction of over 30 novel product offerings. This initiative covers a diverse range of items, including bread, savory snacks, and patisserie, aligning with emerging culinary trends and customer preferences. The store’s refreshed lineup will spotlight 15 new savory items with distinctive taste profiles such as Cheese and Onion Tear & Share Bread, and Jalapeno & Cheddar Breadstick.
The patisserie section is equally poised for a transformation with the unveiling of 14 new sweet treats. These include cakes, tarts, and buns, enriched with flavors reflective of the seasons, such as cinnamon and tiramisu. In addition, a freshly sugared and bagged doughnut range will be introduced, adding to the appeal of the self-serve section.
The emphasis on freshness and quality is central to this launch, spurred by a notable 14% surge in in-store bakery sales over the past year. Elizabeth Greenman, a bakery product developer at Waitrose, highlighted, “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.” The new No.1 Sourdough Baguette and No.1 Seeded Ancient Grains Bread are exemplary of this approach, each crafted with meticulous attention to detail and baked in-store.
The patisserie offerings are not left behind in this quality-centric approach, with products like the No. 1 Apple Tarte Tatin Turnover being completed in-store to ensure maximum freshness. Serena Jackson, patisserie product developer, noted the importance of finishing these items onsite, allowing for touches such as a fresh sprinkling of crunchy demerara sugar before serving.
The strategic product expansion by Waitrose underscores its commitment to quality and innovation in response to growing consumer demand.
