Waitrose is enhancing its in-store bakery selection with over 30 new products, emphasising freshness and quality.
- The supermarket is introducing 15 innovative bread and savoury snack options, featuring unique flavours.
- A new assortment of 14 patisserie items, including cakes, tarts, and buns, is being launched with seasonal tastes.
- Freshness is a key focus with in-store baking for many products like the slow-fermented sourdough baguette.
- The bakery expansion follows a notable 14% increase in in-store bakery sales from the previous year.
Waitrose is set to significantly expand its bakery counters, introducing a total of over 30 new items aimed at revitalising their in-store offerings. The expansion focuses on quality and trend-driven products.
Among these new additions, Waitrose is launching 15 new bread and savoury snack products. These include innovative flavours such as Cheese and Onion Tear & Share Bread, and Jalapeno & Cheddar Breadstick, catering to evolving consumer tastes.
The patisserie section is also receiving a makeover with 14 new sweet treats. These include a variety of cakes, tarts, and buns, which utilise seasonal flavours like cinnamon and tiramisu, offering customers a diverse selection.
To enhance the sensory experience for customers, many items will be baked in-store. Notable products include the No.1 Sourdough Baguette, which undergoes a 36-hour slow fermentation process, and the No.1 Seeded Ancient Grains Bread, which is made with an artisan malt mix. This focus on freshness is designed to improve taste and quality.
This development comes amid a 14% increase in Waitrose’s in-store bakery sales compared to the prior year, reflecting growing consumer interest in fresh and innovative bakery products.
Waitrose’s strategic expansion of its bakery and patisserie range signifies a commitment to quality and variety, appealing to evolving consumer preferences.
