Easter boosts cake decorating sales at Waitrose

Waitrose has reported a 20% increase in cake decorating sales, thanks to the Easter school holidays.

According to the supermarket’s weekly trading figures (for the week ending 12 April 2014), sales of cooking chocolate were up 17%, while sales of icing rose by 78%.

The retailer also reported a surge in marzipan sales, up a huge 290%. This, Waitrose said, reflected the popularity of the traditional Easter Simnel cake with consumers.

Elsewhere, Waitrose saw a 26% increase in seasonal confectionery sales, compared to the same week before Easter in 2013.

Last month, the supermarket launched its first Heston Blumenthal Easter egg, following the success of its Christmas products.

The first Heston from Waitrose Easter egg is made with 65% dark chocolate, has been sprayed with chocolate, and contains six mandarin ganache chocolate eggs on vanilla-flavoured shredded edible paper.

Costing £20, availability of the egg is limited with only 8,000 being made.

According to the supermarket, premium Easter eggs sales increased almost 13% last year, compared to the same period in 2012. 

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