Waitrose to revamp frozen bakery

16 December, 2009

Waitrose is to relaunch its frozen range from 25 January 2010, and has said it is keen to educate consumers about the benefits of frozen food.

The supermarket’s new range will feature a number of bakery products, including continental pastries, breads, pies and desserts.

Its bread, croissant and pains au chocolat are exclusive to Waitrose and are made to traditional French recipes using French flour.

The frozen range also features Waitrose Seriously chocolatey melt in the middle chocolate puddings, chicken and chestnut mushroom pies, steak and mushroom pies, woodland fruit pie and treacle tart.

“Freezing food means that none of the nutrients or flavours are lost, so in my opinion it’s the best way to preserve food,” commented executive chef, Neil Nugent.

Waitrose’s move reflects a rise in the fortunes of frozen products. A European bakery report by Rabobank, looking at the future of the industry, predicted that frozen bakery companies would be well-placed to make acquisitions due to higher margins.

“Higher profitability can be attributed to the value-added nature of their products, which requires specialisation,” said the report.

Recent TNS data also revealed that the value of frozen branded cakes and desserts increased 11.2% for the 52 weeks to 1 November 2009.


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