Waitrose is revamping its bakery section with 17 new items, including the return of its viral Cereal Milk Cookies, as it aims to rival M&S in the supermarket bakery space.
New Bakery Items at Waitrose
Waitrose has launched several innovative products, becoming the first UK supermarket to offer Croissant Cubes. These come in two flavors: Pistachio Croissant Cube (£2.25), made with croissant dough filled with pistachio crème and topped with fondant icing and nibbed pistachios, and Raspberry Croissant Cube, filled with raspberry jam and topped with freeze-dried raspberries.
New cookies include three Loaded Cookies (£1.50 each) in Chocolate & Caramel, Blueberry Cheesecake, and Pistachio & Raspberry. The Raspberry & White Chocolate Crookie (£1.80) combines a croissant with a cookie, filled with raspberry jam and topped with white chocolate and raspberry cookie dough.
Other additions include Cranberry & Pistachio Oat cookies (£2.40 for four), Almond Pain au Chocolat (£2), Apricot & Almond Pastry (£1.80), Rhubarb & Custard Pastry (£1.80), Vanilla Custard Crown (£1.80), Pear & Custard Pastry (£1.80), and Salted Caramel Yum Yum (£1). New cakes are Matcha & Raspberry Cake, Carrot Loaf Cake, and Victoria Sponge Cake (all £2).
Return of Fan Favorites
Waitrose is bringing back its viral Cereal Milk Cookies (£2.40 for four), containing Belgian white chocolate chunks, cornflakes, and multi-coloured sprinkles. Online reviews have called them 'cookie perfection' and 'the best cookies ever sold in supermarkets'.
Ole & Steen Partnership Expansion
Waitrose is expanding its partnership with Danish bakery chain Ole & Steen, rolling out the Cinnamon Social and other pastries to 15 more shops, bringing the total to 50 across the UK. New locations include Bath, Beaconsfield, Berkhamsted, Brighton, Cambridge, Caversham, Chesham, Chichester, Esher, Fulham, Goldsworth Park, Hove, John Lewis Foodhall Oxford Street, Lewes, Reading, and West Byfleet.
Product Developer Comments
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.'
Most items are available in-store now, with Loaded Cookies launching in July.
