Waitrose is enhancing its bakery section with 30 new products across bread, snacks, and pastries.
- The renovation includes a focus on unique flavour profiles and trend-driven offerings.
- Included in the new selection are Cheese and Onion Tear & Share Bread and Jalapeno & Cheddar Breadstick.
- The patisserie section will feature 14 new sweet treats, like cinnamon and tiramisu flavoured items.
- Improvements aim to boost freshness and quality amid a 14% increase in in-store bakery sales.
Waitrose has announced the introduction of 30 new products to its bakery and patisserie counters, a strategic move that underscores the retailer’s commitment to enhancing customer experience through diverse and quality offerings. Emphasising innovation, the supermarket chain aims to cater to contemporary tastes with 15 trend-driven products, such as the distinctive Cheese and Onion Tear & Share Bread, as well as the Jalapeno & Cheddar Breadstick. These novel additions are designed not only to refresh the existing selection but also to fulfil emerging consumer preferences for unique flavours.
The expansion extends beyond bread and savoury snacks to include a substantial update to the patisserie line-up, unveiling 14 new sweet creations including cakes, tarts, and buns. Seasonal flavours like cinnamon and tiramisu are prominently featured, delivering a variety of options that align with customer expectations for both novelty and tradition. Additionally, the in-store doughnut range has been enhanced for improved freshness, being both sugared and bagged within the store premises.
The initiative comes at a time when in-store bakery sales have seen a robust growth, reporting a significant 14% increase from the previous year. This rise in demand has propelled Waitrose to focus on enhancing the sensory qualities of their baked goods, as highlighted by bakery product developer Elizabeth Greenman. She 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.” Among these is the No.1 Sourdough Baguette, which undergoes a meticulous 36-hour fermentation process, and the No.1 Seeded Ancient Grains Bread, crafted with an artisan malt mix.
The patisserie section is similarly being refined to provide freshly finished products, enhancing both taste and texture. According to patisserie product developer Serena Jackson, finishing touches such as a sprinkle of demerara sugar are added by store partners just before serving, as seen with the No. 1 Apple Tarte Tatin Turnover. This approach ensures each pastry is served with optimal flavour and texture.
Waitrose’s bakery and patisserie expansion underscores its commitment to freshness, quality, and meeting evolving consumer tastes.
