Sainsbury’s extends Patisserie Valerie partnership to more stores
After a successful trial, Sainsbury’s is to enhance its food offering by rolling out Patisserie Valerie products to more of its bakery counters across the UK.
By the end of September, an extra 31 Sainsbury’s bakery counters will be offering Patisserie Valerie’s luxury patisserie and cakes. The move will take the total number of stores stocking Patisserie Valerie items to 70.
Sainsbury’s said bakery counter sales in the stores that took part in the initial trial experienced strong incremental sales after stocking the products. The range has performed particularly well during times of seasonal events and for special celebrations. Over the three day Royal Wedding weekend, Sainsbury’s sold almost 800 Patisserie Valerie limited edition lemon and elderflower cupcakes, and sales of Patisserie Valerie products increased by over 40% on Father’s Day compared to a normal Sunday.
The offering also enables customers to create their own cakes by choosing their favourite fillings, sponges, toppings, ribbons and personalised messages on the Patisserie Valerie website. The finished cakes can then be collected from Sainsbury’s supermarkets via click and collect.
Patisserie Valerie’s chief executive Paul May said: “We are very pleased to be continuing our partnership. This is such an exciting venture, which we feel brings a taste of Patisserie Valerie to your local Sainsbury’s supermarket. This is an amazing opportunity due to the convenience it provides for our customers, when opting to purchase and collect our scrumptious gateaux.”
Sainsbury’s has recently introduced 59 sushi counters, two Crussh fresh food and juice bars, a Zizzi pizza counter and Ben & Jerry’s and Carte D’or ice cream parlours to its stores as part of plans to extend its food offering.
Sainsbury’s director of fresh food, Adrian Cook, said: “We’re committed to offering our customers an even greater choice of delicious, high-quality food in our stores and by working with much-loved, trusted brands such as Patisserie Valerie we’re attracting new shoppers. Having seen such a positive response to the trial, we’re excited to be bringing these premium products to bakery counters and customers all over the UK.”
