Waitrose grows deli range with artisanal baked goods

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Waitrose has added a raft of artisanal baked goods, including posh sausage rolls and premium pasties, to its deli counters.

The range of seven new baked products from independent suppliers is available at Waitrose in Banbury, Oxfordshire and is due to roll out to four other stores - Canary Wharf, Gerrards Cross, Sunningdale and Chandler’s Ford - shortly. They’re joined by 10 other products from artisanal suppliers including scotch eggs, terrine and pâté.

The move is the first time London-based Ginger Pig, Tom’s Pies from Devon and Cornish Premier Pasties have had listings in a supermarket.

Ginger Pig is providing traditional fare of sausage rolls and pork pies alongside a Spicy Lamb Roll. Tom’s Pies is also serving up traditional flavours with a Chicken & Wild Mushroom Pie and Steak & Ale Pie, while Cornish Premier Pasties is offering a Cornish Steak Pasty and Red Thai Chicken Pasty.

Waitrose buyers have been working closely with producers to create a range inspired by the popularity of foodie havens like Borough Market and Maltby Street.

“We’ve spent six months trawling the UK’s best food markets and delis in search of the most exciting and delicious products. The brands we’re working with have built their food based on being experts at their craft, along with a real passion for what they produce,” said deli buyer Tom Woodings.

“This is the first time any of the brands have been available at a supermarket. They are relatively small producers, so we’re starting in a few branches with a plan to expand and develop their ranges in more shops in the future. We know our customers also love picking up items from the most famous food markets in the country, so we’re making it even easier for them to do that.”

The full list of baked goods being introduced to the deli counters is:

Ginger Pig