High street chain Wenzel’s the Bakers and cake specialist Sponge have unveiled new trend-led ranges to enhance sales this summer.
Seasonal cravings for fresh fruits as well as ever-popular pistachio have been catered for by the line-ups.
Family-owned Wenzel’s, which recently reported double-digit increases in sales and profits for its most recent financial year, has launched new sweet treats and sandwiches at its 109 stores across London and the Southeast.
Among the menu items making their debuts is the Pistachio & Hazelnut Crème Croisnut (rsp: £3.75 – see above), which the firm noted had been created in response to the social media craze for Dubai chocolate. It features a croissant-doughnut hybrid with a crisp exterior and soft layers, filled with chocolate cream and crowned with a pistachio glaze, chocolate sauce, and a sprinkle of crushed nuts.
There’s also a pair of new doughnuts in on-trend flavours of Strawberry Cheesecake and White Biscoff (£3.10 each), plus two varieties of Danishes – Cherry & Almond and Mango & Passion Fruit (£1.95 each). Rounding off the dessert options is an American-style S’mores Cookie Sandwich (£3.65) comprising two soft-baked chocolate chip cookies with a marshmallow centre.
On the savoury side, the bakery is tapping into what it perceives as “rising interest in American-style deli sandwiches among UK consumers” with its version of the classic Reuben Sub, complete with pastrami, pickled red cabbage, and Emmental cheese. It’s new Full Hog Sub, meanwhile, is loaded with salami, pulled pork, and chorizo, and topped with honey mustard mayo.
“At Wenzel’s, we’re always looking to stay ahead of the curve by keeping our range in tune with what our customers want using our tried and tested baking methods, which we’ve perfected across the course of our 50-year history,” commented CEO Sarah Wenzel, whose father Peter founded the business and remains as a director.
From 20 to 27 June, Wenzel’s is offering a free Strawberry Cheesecake Doughnut to any customers named Greg or Gail (proof of first name required, limited to one per customer). It described the giveaway as a “cheeky nod” to it giving its high street bakery rivals – Greggs and Gail’s – a run for their money by providing artisanal quality at great value.
“Innovation has always been at the heart of what we do so we can’t wait to hear what customers think – particularly all of the Gregs and Gails out there,” added Wenzel.
Beach treats
Norfolk-based online bakery retailer Sponge, which operates a site in Holt, has unveiled a new seasonal range of sweet goodies.
Inspired by quintessential British summer holidays at the coast are the limited-edition Beach Hut Baby Sponges (rsp: £15.50 | pack of four). The bite-sized cakes are packaged in vibrantly coloured beach hut boxes and come in flavours of Pistachio & Raspberry, Berry Bliss, Lemon Meringue, and Blackcurrant & Lemon. They are said to be convenient for a picnic, day at the beach, or a summer walk, with no need to pack plates, knives, or cake forks.
The four flavours also feature in full-sized cakes to slice and share (from £18.99) during a summer BBQ. All products are available in gluten-free and vegan versions, with Sponge having secured Coeliac UK accreditation last year along with Vegan Society certification.
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