Waitrose is launching 16 new patisserie products as part of a shake-up of its bakery range.
The new lineup is inspired by social media bakery trends and includes Raspberry & White Chocolate Crookies—a croissant-cookie hybrid—and Pistachio and Raspberry Croissant Cubes.
Waitrose said the collection emphasises "artisanal quality and trend-led innovation" while delivering bakery-style treats at supermarket prices, with items priced between £1 and £2.40.
Elizabeth Greenman, bakery product developer at Waitrose, said: "We know our customers are craving next-level indulgence, so we’re transforming our patisserie with the hottest bakery trends.
"This includes UK supermarket firsts like the Parisian-inspired Raspberry and White Chocolate Crookie and our stunning, Instagram-ready Croissant Cubes, alongside truly loaded cookies and the new Matcha & Raspberry Cake.
"We’re delivering the artisanal quality everyone loves, but at a fraction of the price of your favourite bakeries."
The return of Waitrose’s viral Cereal Milk Cookies—prompted by customer demand online—also forms part of the new line-up.
One Instagram user, commenting on a review of the cookies shared by food page @treatsinstore, said: “Waitrose cookies are the best on the market.
"Soft & chewy with plenty of flavour."
The brand’s new "loaded cookies" will go on sale later in July and will feature flavours such as Chocolate & Caramel, Blueberry Cheesecake, and Pistachio & Raspberry, each priced at £1.50
Other new additions include:
- Pistachio Croissant Cube (£2.25)
- Raspberry Croissant Cube (£2.25)
- Raspberry & White Chocolate Crookie (£1.80)
- Almond Pain au Chocolat (£2)
- Rhubarb & Custard Pastry (£1.80)
- Vanilla Custard Crown (£1.80)
- Pear & Custard Pastry (£1.80)
- Apricot & Almond Pastry (£1.80)
- Matcha & Raspberry Cake (£2)
- Carrot Loaf Cake (£2)
- Victoria Sponge Cake (£2)
- Salted Caramel Yum Yum (£1)
- Cranberry & Pistachio Oat Cookies (£2.40)
Waitrose’s latest patisserie expansion comes alongside a 10% rise in patisserie sales compared with the same period last year.
The chain said sweet patisserie items continue to outperform savoury bakery offerings.
Waitrose is also planning to expand its partnership with Danish bakery Ole & Steen.
Recommended reading:
- Surprise new Toblerone flavour hits UK supermarkets and Brits say it's ‘perfection’
- Cadbury confirms limited edition chocolate bar to launch this year as fans overjoyed
- Nestle forced to apologise as it discontinues 'very popular' cereal after 5 years
The partnership will be extended to 15 additional stores, bringing the total number stocking the range to 50 locations across the UK.
The new products launched in Waitrose stores on Wednesday, May 27, with the loaded cookies to follow later in July.
Will you be trying some of the new additions to Waitrose's bakery? Let us know in the comments.
Share