Asda Giant Croissant to make new single serve fixtures

Source: Asda

Asda had a giant croissant commissioned to mark the launch of the new single serve pastry fixtures

Asda has introduced a new single serve pastry and cake fixture within its in-store bakery (ISB) department, with all items priced at under £1.

The retailer has rolled out the fixtures in 109 stores as it looks to tap into grab and go demand for pastries and sweet treats throughout the day.

Options include new and improve favourites, such as All Butter Croissants and Pain Au Chocolate, as well as familiar favourites such as Cinnamon Swirls and Pain Au Raisins – all priced at 53p. As well as the classics, new products will also be available including a Pesto & Parmesan Swirl and Cheese Croissant, both priced at 77p each.

Notably, this brings Asda’s croissants in under Lidl’s. The discounter recently cut the price of some of its bestselling bakery lines which saw the All Butter Croissant discounted from 65p to 59p.

The full list of available products and their prices is as follows:

ItemPriceItemPrice

Apple Turnover

£0.53

Muffin

£0.97

Biscoff Croissant

£0.53

Pain Au Choc

£0.53

Cheese Croissant

£0.77

Pain Au Raisin

£0.53

Cheese Twist

£0.77

Pesto Swirl

£0.77

Chocolate Donut

£0.67

Pink Ring Donut

£0.53

Chocolate Twist

£0.53

Pizza Swirl

£0.77

Cinnamon Swirl

£0.53

Poppy Kaiser

£0.38

Croissant

£0.53

Raspberry Croissant

£0.53

Crusty Roll

£0.38

Snack Pizza

£0.77

Jam Ball Donut

£0.53

Triple Choc Muffin

£0.97

Lemon Meringue Square

£0.53

Vanilla Crown

£0.53

Loaded Cookie

£0.77

   

“With the growing demand for food on the go, we’re excited to launch a wide variety of delicious, sweet and savoury single serve pastries in 109 stores,” said Lauren Severn, instore morning goods buyer at Asda. “Whether customers are popping in for a mid-morning snack or afternoon pick-me up, we have an extensive range of great quality products at outstanding market leading prices.”

To celebrate the launch, the retailer commissioned a giant version of its all-butter croissant after research showed that 46% of shoppers would be put off purchasing a standard croissant due to the product being too expensive. The giant pastry is five times bigger as Asda looks to showcase how much croissant you can get from its stores versus other high street retailers and coffee shops where one might cost close to £3.

The new fixtures come as part of Asda’s ongoing plans to revamp its bakery offering. In 2021, the retailer axed scratch baking across its ISB estate, moving instead to an ambient bakery model which sees a centralised bakery deliver a wide range of pre-baked goods to stores each day. Since then, it has undertaken a category reset which saw it introduce more than 170 new lines and make quality improvements to nearly 200 more in 2023. A rebrand to ‘The Bakery’ at Asda accompanied the NPD roll out.

Retailers across the board are making changes to their ISB strategies as they look to keep up with a changing market dynamic and consumer demands. M&S is rolling out a Coffee Bakery concept as part of its renewal programme which sees fresh coffee sold via large in-store bakeries.