Waitrose is expanding its partnership with posh bakery chain Gail’s with a dedicated new bay in store.
The three trial shops currently running the Gail’s fixture are in Berkhamsted (pictured), Bloomsbury and Richmond.
The supermarket already sells a limited selection of some of the bakery chain’s breads in many stores across the UK.
Waitrose said it had a ”great range” of its own breads as well as Gail’s, including sourdoughs and fresh bloomers, but that it wanted to “further elevate” the offering.
“We’re trialing Gail’s and increasing the range of products available for our customers, as well as highlighting the freshness and provenance of the bread,” a spokeswoman said.
The grocer is currently evaluating the success of the trial, which could potentially roll out to other stores across the estate next year if successful, Waitrose commercial director Charlotte di Cello told The Grocer.
“We’ve been very choiceful about who we want to partner and work with to make sure we’re offering the best proposition we possibly can to customers,” she said.
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