Waitrose to launch over 30 new products as it expands self-serve bakery and patisserie counters
Waitrose is launching over 30 new products in its in-store bakery range as it expands its self-serve bakery and patisserie counters.
With sales in the category growing by 14% from the last year, the supermarket is refreshing over a third of its bakery and savoury snacking range with the addition of 15 trend-driven products such as Cheese and Onion Tear & Share Bread and a Jalapeno & Cheddar Breadstick.
Meanwhile, 14 indulgent sweet treats are being added to its self-serve patisserie range, including cakes, tarts and buns with seasonal flavours. Products include items such as a Tiramisu bun, Triple Butterscotch Bun and No.1 Cinnamon Croissant Cups.
Waitrose is also launching a new range of bagged doughnuts that are sugared and packaged in-store.
Elizabeth Greenman, Waitrose bakery product developer, said: “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.
“This includes our No.1 Sourdough Baguette, which has been crafted and slowly fermented for 36 hours, and No.1 Seeded Ancient Grains Bread, made with an artisan malt mix, which are freshly baked instore to provide maximum freshness and taste.”
Serena Jackson, patisserie product developer, added: “Likewise, for the patisserie range, including the new No. 1 Apple Tarte Tatin Turnover, we also finish the baking process instore, with Partners adding the final touches such as a fresh sprinkling of crunchy demerara sugar just before serving.”
