Cherry bakewell and Eton Mess are some of the inspirations for Waitrose’s new summer bakery products.
The retailer’s Scrumptious Summer range will feature: Eton Mess & Lemon Meringue Mini Cakes; Neapolitan Mini Cakes; Rose, Lemon & Sherbet Cupcakes; Bakewell Inspired Cupcakes; and Cherry Bakewell Yum Yums.
“This summer, more than ever, we know our customers will be spending more time at home, in their gardens or outdoor spaces, enjoying the sunshine,” said Beth Elliot, brand manager at Waitrose.
“Summer dining is a fast-growing area for us and we know our customers want to shop in more convenient and quicker ways right now.”
The products focus on nostalgic flavours and classic recipes with a modern twist, said the retailer.
Across the full summer food range, customer favourites from last year will return and 17 existing products will be given a revamp with improved recipes.
“We’ve reflected this by creating a range of ready-to-eat food and quick-to-prepare dishes, which are tasty, exciting, foodie and fun – making them the perfect options for carpet picnics and barbecues,” she added.
“By putting all our summer products in an eye-catching, bright design, it helps our customers to shop quickly for food and drink and the innovative dishes and playful combinations showcase the very best flavours to brighten up summer with.”
The bakery items in the Scrumptious Summer range will launch in late May and July, with other products rolling out this week on Waitrose.com and in Waitrose & Partners’ shops.