Waitrose has expanded its instore self-serve bakery and patisserie range.
The supermarket will launch 30 new savoury, sweet, snacking and bread lines throughout October, as part of an expansion of its instore bakery counters.
Waitrose executives see the category as a crucial area of growth for the high end grocer.
The expanded range includes 15 brand new “trend driven” savoury lines including a Cheese & Onion Tear and Share Bread and a Jalapeno & Cheddar Breadstick. It also includes 14 new self-serve patisserie lines, including a Tiramisu Bun, a Triple Butterscotch Bun and No.1 Cinnamon Croissant Cups. Waitrose has also launched a new bagged doughnut range.
“Our focus on freshness and quality has led us to introduce more products that can be baked instore, providing our customers with an increased sensory experience, “said Elizabeth Greenman, Waitrose bakery product developer.
“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.”
By investing in its baked lines, Waitrose is also hoping to take on rival grocers like Lidl and notably M&S who have grown increasingly profitable self-serve bakery options over the past year. Lidl’s instore bakery offer in particular has been credited as one of the main reasons’ the discounter has been able to overtake market share gains from rival Aldi.
Waitrose said its own bakery sales have grown 14% over the last year, in part influenced by concessions partnerships with Gail’s bakery and more recently Crosstown Doughnuts.
Earlier this month, Miriam Tellis was appointed as the new head of category proposition group to lead the expansion of Waitrose bakery and meal solutions categories.
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