Patisserie Valerie unveils Valentine’s NPD and brand

Patisserie Holdings – which entered administration last month – has rolled out Patisserie Valerie Valentine’s NPD and rebranded one of its flagship stores.

Currently, 121 Patisserie Holdings sites are continuing to trade while administrators KPMG seek a buyer, and one of its stores in Charing Cross, London, has been temporarily renamed ‘Patisserie Valentine’s’.

“Our customers buy our cakes to celebrate with their loved ones, so this Valentine’s we wanted to show our customers we are embracing that feeling,” said commercial director Rhys Iley, the former Starbucks Europe boss who joined Patisserie Holdings in December.

The company has also launched a selection of themed products:

  • Petit Coeur – Small red velvet, chocolate & raspberry and salted caramel hearts
  • Mon Coeur – Red velvet, chocolate & raspberry and salted caramel hearts
  • Gateau D’Amour – Strawberries and fresh cream layered between vanilla sponge, encased in white and dark cigarellos
  • Cupid’s Cupcakes – Vanilla or chocolate sponge cupcakes topped with chocolate or strawberry frosting. Available as individual treats or in a box of six
  • Sweet Nothin’ Muffin – Vanilla muffin with pockets of strawberry and white chocolate chunks and a raspberry jam heart
  • Sweetheart Shortbread – Vanilla or double chocolate chip shortbread finished with white or dark chocolate.

The products are available now until 16 February.

Meanwhile, KPMG is looking at a numbers of offers for Patisserie Holdings following its collapse last month.

More than 70 loss-making sites were shuttered immediately, including all remaining Druckers stores. Together with the closure of the company’s Spitalfields bakery, the moves resulted in 920 redundancies.

Administrators have since received a number of offers for the business.

“We are encouraged by the scope of offers received from trade and finance buyers for all and for parts of the business,” said David Costley-Wood, partner at KPMG and joint administrator.

“We will now be taking a number of these offers forward, and hope to be able to make progress in short order.”

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