Waitrose expands self-serve bakery and patisserie ranges

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Waitrose No.1 Pistachio Croissant 2100x1400

Source: Waitrose

No.1 Pistachio Croissant

Waitrose is introducing more than 30 new breads, pastries, and sweet treats to its in-store bakery (ISB) counters this month.

The high-end retailer reports ISB sales growth of 14% from the last year. Its latest innovations (see full list below) are said to improve the freshness and quality of existing favourites whilst promising to deliver the best and most authentic recipes for all comfort eats this autumn.

Waitrose revealed it was refreshing more than a third of its bakery and savoury snacking range, with 15 new products offering trending flavour combinations including a Cheese and Onion Tear & Share Bread and Jalapeno & Cheddar Breadstick.

A Sourdough Baguette, Seeded Ancient Grains Bread, and Dark Chocolate & Orange Sourdough Bloomer are being rolling out as part of its premium tier No.1 range, which underwent a relaunch back in July with new French-style pastries, Italian desserts, and British pies and sandwiches added.

The baguette is created via slow fermentation for 36 hours, while the seeded bread is made with an artisan malt mix – all items are baked instore to provide maximum freshness and taste, noted Waitrose bakery product developer Elizabeth Greenman.

“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,” Greenman added.

Waitrose No.1 Cinnamon Croissant Cup 2100x1654

Source: Waitrose

No.1 Cinnamon Croissant Cup

Self-serve patisserie, meanwhile, is being expanded with 14 new and indulgent sweet treats featuring seasonal flavours to cater to the likes of cosy autumn brunches. Debutants include a Tiramisu bun and Triple Butterscotch Bun, as well as Cinnamon Croissant Cups, Pistachio Croissant, and Apple Tarte Tatin Turnover under the No.1 range.

The retailer claims to have listened to its customers and their demands in taste too, leading to the creation of a range of doughnuts which are sugared and bagged instore.

Waitrose patisserie product developer Serena Jackson said that, like the bread lines, the patisserie range also has its baking process finished instore, with “partners adding the final touches such as a fresh sprinkling of crunchy demerara sugar just before serving”.

The full list of new in-store bakery items launching at Waitrose stores nationwide in October is as follows: