Waitrose To Launch Over 30 New Bakery Products

• Waitrose is expanding its instore bakery counters, across bread, savoury snacking and patisserie
• First to market innovation with new and exciting flavour offerings including a Curried Tear & Share Bread, Seeded Ancient Grains Bread, Ultimate Chocolate Croissant Cup and Triple Butterscotch Bun
• Waitrose will be launching over 30 new and unique products as part of the bakery innovation programme

This October sees Waitrose driving innovation and newness into the instore bakery range, launching over 30 new and innovative products. Catering for all the food lovers, this new range improves the freshness and quality of existing favourites, promising to deliver the best quality, authentic recipes for all your comfort eats this Autumn.

With instore bakery sales growing 14% from the last year, Waitrose is refreshing over a third of the bakery and savoury snacking range, launching 15 new, trend-driven products with unique flavour offerings including a Cheese and Onion Tear & Share Bread and Jalapeno & Cheddar Breadstick, which pair perfectly with our new No.1 Chilli and Tomato Jam.

Across the self-serve patisserie, Waitrose is launching 14 new, indulgent sweet treats from cakes, tarts and buns with seasonal flavours including cinnamon and tiramisu. In time for our food lovers' cosy autumn brunches, the new range includes a delicious Tiramisu bun, Triple Butterscotch Bun and No.1 Cinnamon Croissant Cups, which perfectly complement the new No.1 coffees and No.1 preserves.

Listening to our customers and their demands in taste, Waitrose is further launching a delicious bagged doughnuts range - sugared and bagged instore to ensure the ultimate fresh, fluffy and golden doughnuts for our food lovers.

This expansion contributes to enhancing the Waitrose No.1 range across bakery with the new No.1 Dark Chocolate & Orange Sourdough Bloomer and patisserie with the irresistible No.1 Cinnamon Croissant Cups, Ultimate Chocolate Croissant Cups and Pistachio Croissant.

Elizabeth Greenman, Bakery Product Developer comments, “Our focus on freshness and quality has led us to introduce more products that can be baked instore, providing our customers with an increased sensory experience. This includes our No.1 Sourdough Baguette, which has been crafted and slowly fermented for 36 hours, and No.1 Seeded Ancient Grains Bread, made with an artisan malt mix, which are freshly baked instore to provide maximum freshness and taste."

Serena Jackson, Patisserie Product Developer "Likewise, for the patisserie range, including the new No. 1 Apple Tarte Tatin Turnover, we also finish the baking process instore, with Partners adding the final touches such as a fresh sprinkling of crunchy demerara sugar just before serving.”