Heston puds drive Waitrose’s Christmas sales

16 December, 2011

Waitrose has seen its total Christmas pudding sales more than double since last year, thanks to Heston Blumenthal's range of quirky desserts.

The company puts a large proportion of its sales growth down to the chef’s exclusive creations, which include a Hidden Orange Christmas Pudding and Black Forest Buche, in addition to a new Popping Candy Tart that went on sale this week.

Waitrose said they were expecting to sell 2.4 million of Heston’s Mince Pies with Pine Sugar Dusting this Christmas.

A spokesperson from Waitrose said: "We have had a phenomenal response to the Heston Puddings – we have upped orders by nearly 10 times this year, and in total we will have sold hundreds of thousands of puddings this Christmas. We sold a fraction of this last year."

The retailer’s Duchy Original from Waitrose Mince Pies have also shown an increase of 42% on last year, with the company introducing a new essential Waitrose mince pies range this year.

Mark Williamson, Waitrose's commercial director, said: “As customers across the country begin to get into the Christmas spirit, we’re seeing a real polarisation of festive shopping trends. It’s clear that our customers are keen to impress and are not willing to compromise when it comes to the key elements of a Christmas dinner."

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