Waitrose is expanding its in-store self-serve bakery counters with the introduction of 30 new products spanning bread, savoury snacks, and patisserie items.
The premium supermarket is refreshing more than a third of its bakery and savoury snack selection, launching 15 new products inspired by current food trends. Unique offerings include a Cheese and Onion Tear & Share Bread, as well as a Jalapeno & Cheddar Breadstick, bringing bold, fresh flavours to the shelves.
In the patisserie section, Waitrose is unveiling 14 new indulgent sweet treats such as cakes, tarts, and buns, featuring seasonal favourites like cinnamon and tiramisu. The retailer is also introducing an in-store sugared doughnut range, freshly bagged for customers.
Waitrose said the revamped range is designed to enhance the freshness and quality of its existing offerings, driven by a 14% rise in in-store bakery sales compared to the previous year.
Elizabeth Greenman, Waitrose’s bakery product developer, said: “By focusing on freshness and quality, we’re able to offer more products baked in-store, enhancing the sensory experience for our customers. This includes our No.1 Sourdough Baguette, which undergoes a slow 36-hour fermentation process, and the No.1 Seeded Ancient Grains Bread, made with an artisan malt mix, both freshly baked in-store for maximum taste and freshness.”
Serena Jackson, Waitrose’s patisserie product developer, added: “Similarly, our patisserie range, including the new No. 1 Apple Tarte Tatin Turnover, is finished in-store by our partners, who add final touches like a sprinkle of crunchy demerara sugar just before serving.”
Read more latest industry news and developments in our free to download magazine.
Never miss a story… Follow us on:
International Bakery
@int_bakery
@Bakeryint
Media contact
Joseph Clarke
Editor, International Bakery
Tel: +44 (0) 1622 823 920
Email: editor@in-bakery.com
