Waitrose cakes boosted by packaging revamp

11 July, 2008
Page 6 
Waitrose has seen a "phenomenal" uplift in sales of its packaged cake lines, following an overhaul of pack design, the addition of new lines and changes to recipes, including a complete switch to free-range eggs.
Cakes buyer Sam Witherington said the revamped range, which launched into stores on 19 May, has helped Waitrose's packaged cakes see almost a 30% uplift across the range.Witherington admitted she was "surprised" by the boost to established product lines from introducing a minimalist layout to the packaging. "Suddenly there's a 10 - 11% increase in sales, just because the customer can see what they are buying, read about the products and can see why they are spending their money."The lines are now undergoing a second stage of promotions, which will last until early August, to help encourage customers to buy into the range.



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