Pret a Manger is moving into supermarket freezers with a range of frozen ready-to-bake croissants.
The chain has parnered with Tesco for the range, which includes three variants: All Butter, Chocolate and a Vegan SKU made with shea butter.
They will be sold across 700 Tesco stores including Birmingham, Bristol, Belfast, Cardiff, Liverpool and Glasgow.
The move comes after the sandwich chain spent the past year battling the effect of the pandemic on its high street cafés, having axed 3,000 of its staff in the UK last year.
It is the latest in a raft of shake-ups which has included the introduction of Dinner by Pret, a coffee subscription card, expansion through home delivery companies such as Deliveroo and Uber Eats and its click & collect service, as the chain continues to pivot its offer.
Pret made its retail debut with a coffee-at-home range launched last summer, which is available at Amazon, Ocado, Waitrose and Sainsbury’s.
Its teams had ”worked hard to ensure customers can get the same freshly baked taste they get in our shops, at home. We’re delighted to be partnering with Tesco for Pret’s first-ever supermarket food range, marking an important moment in our journey to bring Pret to more people,” said Pret UK MD Clare Clough.
It comes as sales of frozen goods have skyrocketed throughout the pandemic. As our latest frozen category report reveals, Brits splashed out nearly £1bn more in 2020, bringing total category value to almost £73bn – a 15.1% increase [Kantar 52 w/e 27 December 2020]
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