UK | Waitrose is set to transform its in-store patisserie with the launch of 16 new products including a raspberry and white chocolate crookie, loaded cookies and croissant cubes.
Focusing on artisanal quality and trend-led innovation, at just a fraction of the cost of your favourite high street bakery, the new range follows this trend, bringing an exciting, refreshed range with plenty of new flavours to discover.
The appetite for baked goods is clear, with patisserie sales surging by ten percent year on year. Customers are choosing sweet over savoury, with White Chocolate & Sicilian Lemon Cookies, Raspberry Jam Doughnuts and Pain au Chocolat ranking as favourites across the category, driving YoY sales increases of 41 percent, 30 percent and 21 percent respectively.
“We know our customers are craving next-level indulgence, so we’re transforming our patisserie with the hottest bakery trends," said Elizabeth Greenman, Bakery Product Developer at Waitrose.
"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.”
A focus on artisan and trend-led innovation
Key product innovations tap into current sweet bakery trends, such as ultra-indulgence, global inspirations, fresh and fruity, and hybrids.
- The crookie craze: Following its viral social media moment, Waitrose has developed its own Raspberry and White Chocolate Crookie - a delicious hybrid of a croissant and a cookie, inspired by its birthplace at Boulangerie Louvard, Paris in 2022.
- First-to-(super)market shapes: Tapping into the croissant craze with Instagram-ready items such as the Pistachio Croissant Cube, Raspberry Croissant Cube, and the delicious Apricot Orilaise.
- Next-level indulgence: The 'truly loaded cookies' range offers highly indulgent options, including the Chocolate Caramel Loaded cookie, Blueberry Cheesecake loaded cookie, and Pistachio Raspberry loaded cookie.
Expansion of Ole & Steen
Waitrose will also expand its successful partnership with Danish bakery Ole & Steen. Following its successful launch into 35 shops in November 2025, the range is now being rolled out to a further 15 shops, bringing the products to a total of 50 Waitrose locations.
The selection includes the signature sharing Cinnamon Social Half, the Cardamom Bun, the Maple & Pecan Social Slice, the Chocolate Swirl, and the Cinnamon Social Slice, along with the long-awaited return of the viral Cereal Milk Cookies.
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