The introduction of over 30 new products to various bakery and patisserie counters is set to enhance the customer experience with fresh and unique offerings.
Waitrose has announced a significant expansion of its in-store self-serve bakery counters by launching more than thirty new items across its bread, savoury snacks, and patisserie selections. This initiative is poised to refresh over a third of their bakery and savoury snacks range, a strategic move reflecting growing consumer demand for diverse and innovative flavour profiles.
Among the additions are fifteen new, trend-focused products, notable for their unique flavour offerings. These include a cheese and onion tear & share bread and a jalapeño & cheddar breadstick. Such creative flavours cater to the modern consumer’s adventurous palate and enhance the sensory experience of grocery shopping.
The patisserie section also sees an impressive expansion with fourteen new sweet treats, including cakes, tarts, and buns, that feature seasonal flavours such as cinnamon and tiramisu. Further extending the variety, a new range of sugared doughnuts will also be bagged and ready in-store to delight customers.
Elizabeth Greenman, a Waitrose bakery product developer, stated, ‘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.’ She highlighted offerings such as the No.1 Sourdough Baguette, crafted through a meticulous 36-hour fermentation process, and the No.1 Seeded Ancient Grains Bread, noted for its artisan malt mix, as exemplars of this quality commitment.
Similarly, for Waitrose’s patisserie range, Serena Jackson, the patisserie product developer, remarked on the practice of finishing the baking process in-store. This approach includes delicate touches like adding a sprinkling of crunchy demerara sugar just before serving, elevating the taste and texture of offerings such as the new No. 1 Apple Tarte Tatin Turnover.
Waitrose’s decision to elevate its bakery offerings comes amid rising bakery sales, which have grown by 14% compared to the previous year. This expansion reflects an ongoing commitment to improving the freshness and quality of their in-store products, ensuring customers receive the best possible shopping experience.
Waitrose’s strategic enhancement of its bakery and patisserie counters represents a forward-thinking approach to meet the evolving preferences of its customers, offering a blend of traditional quality and innovative flavours.
