In a major coup for pastry lovers, the upmarket supermarket Waitrose has begun selling beloved items from the cult Danish bakery chain, Ole & Steen. This marks the first time the bakery's products, including its famous Cinnamon Social, have been available in a UK supermarket.
The Viral Pastry Coming to a Supermarket Near You
The star of the new range is undoubtedly the Cinnamon Social, a pastry that has achieved near-mythical status on social media platforms like TikTok and Instagram. The treat features a soft, sweet dough that is braided and filled with a rich combination of vanilla custard and cinnamon paste, all finished with a layer of icing.
For those with dietary preferences or a taste for something different, Ole & Steen's plant-based vegan Social and a seasonal Maple & Pecan Social are also part of the launch. The Maple & Pecan version is drizzled with maple icing and covered in pecans.
Shoppers can now find slices of both the Cinnamon Social and the Maple & Pecan Social in select Waitrose stores and via the retailer's online service.
Social Media Goes Wild for the 'Insane' Bake
The Cinnamon Social has garnered a dedicated following online, with food influencers and customers alike showering it with praise. Descriptions like 'gorgeous', 'amazing', and 'the best pastry in London' are common.
One TikTok user, @becomingali, declared, "I don't care about M&S cookies... none of those things compare to Ole & Steen's Cinnamon Social." She added, "Oh my god, like my life expectancy went up the year I discovered this, because this is just pure joy... It's insane."
Another reviewer, @tea.with.d, highlighted the pastry's unique texture, noting its ability to stay moist. She stated, "It is the best cinnamon pastry you will ever taste and I put my life on that."
What Else is in the Waitrose Ole & Steen Range?
The collaboration extends beyond the famous Social slices. Waitrose has also introduced the Signature Sharing Cinnamon Social Half, a larger version designed for sharing.
The range is rounded out with two other Danish specialties:
- Cardamom Buns: A cardamom-spiced dough bun dusted with cardamom sugar.
- Chocolate Swirls: A pastry made with Danish puff pastry and a shortcrust base, filled with chocolate and brown sugar, and topped with chocolate icing.
Kate Rider, the patisserie and in-store bakery buyer for Waitrose, commented on the new partnership, saying, "With their emphasis on quality, craftsmanship and respect for baking traditions, Ole & Steen complements and elevates our existing patisserie section."
On the Waitrose website, the Cinnamon Social Slice is priced at £4.25. Due to high demand, availability may be limited online, so customers are advised to check their local participating store. The launch includes dozens of Waitrose branches across London and the South East, including locations in Buckhurst Hill, Kensington, Canary Wharf, and Richmond.
