Waitrose has announced the expansion of its in-store bakery counters, adding over 30 new products to its offerings.
- The supermarket chain will refresh over a third of its bakery and savoury snacking range to introduce 15 innovative products.
- New items include unique flavour offerings such as Cheese and Onion Tear & Share Bread and Jalapeno & Cheddar Breadstick.
- The patisserie selection will now feature 14 new sweet treats, complete with seasonal flavours like cinnamon and tiramisu.
- A focus on freshness and quality sees Waitrose introduce more products that are baked in-store for maximum taste.
Waitrose is set to enhance its in-store bakery counters, introducing more than 30 new products to its selection. This development reflects a strategic move to refresh over a third of its current bakery and savoury snacking range. Specifically, 15 new products with unique flavours such as Cheese and Onion Tear & Share Bread and Jalapeno & Cheddar Breadstick will be launched, aiming to attract customers with innovative taste options.
In addition to the savoury offerings, Waitrose’s patisserie counters are poised to present 14 new sweet treats. The selection includes an assortment of cakes, tarts, and buns, infused with seasonal flavours like cinnamon and tiramisu, enhancing the variety available to customers. Part of this range includes a newly introduced doughnut selection, which is sugared and packaged in-store.
Elizabeth Greenman, a bakery product developer at Waitrose, highlighted the retailer’s commitment to freshness and quality as a key driver behind the introduction of more in-store baked products. “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 stated. This includes items like the No.1 Sourdough Baguette and No.1 Seeded Ancient Grains Bread, both crafted with meticulous attention to ensuring maximum freshness and taste.
Similarly, the patisserie product developer Serena Jackson noted that the new patisserie range, which includes the No. 1 Apple Tarte Tatin Turnover, benefits from being baked in-store. This allows for finishing touches, such as a fresh sprinkling of crunchy demerara sugar, to be added just before serving, thus maintaining maximum freshness and appeal.
Waitrose’s expansion of its bakery and patisserie offerings underscores their commitment to innovation and quality in delivering a diverse range of flavours.
