Waitrose is expanding its partnership with Gail’s by trialing a new dedicated new fixture in three stores.
The supermarket chain already sells a limited selection of some of the bakery chain’s breads in many of its stores across the UK.
The three trial shops currently running the Gail’s fixture are in Berkhamsted, Bloomsbury and Richmond.
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Waitrose said it had a “great range” of its own breads as well as Gail’s, including sourdoughs and fresh loaves, but that it wanted to “further elevate” its offering.
“We’re trialing Gail’s and increasing the range of products available for our customers, as well as highlighting the freshness and provenance of the bread,” a Waitrose spokeswoman said.
“We’ve been very choiceful about who we want to partner and work with to make sure we’re offering the best proposition we possibly can to customers,” she said.
The news comes as Waitrose is highlighting money-saving deals with its new ‘ways to spend less’ campaign, encouraging customers to save cash where they can.
