Waitrose to roll out dedicated Gail’s Bakery areas in 64 stores

Waitrose is set to introduce dedicated Gail’s Bakery areas in 64 of its stores by May.

Rolling out across the South and East of England, this follows a successful trial in three of the upmarket retailer’s shops at the end of 2022.

As part of the move, Waitrose is also doubling the range of Gail’s sourdough breads and other craft baked goods, adding new lines of crackers, baguettes, bagels and muffins.

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“The Gail’s brand is really loved by our customers, so I’m delighted that we’re rolling out this bigger range and dedicated areas,” Waitrose bread buyer, Aileen Kell said.

Having stocked Gail’s bread since 2010, the bakery’s offerings are currently available in 95 Waitrose stores across the UK and online.

Kell added: “Like us Gail’s are passionate about sustainability when it comes to using high quality ingredients, packaging, and recycling so they make a great partner for us as we grow our baked goods business.”

Gail’s managing director of grocery and wholesale, Dan Barrett said: “We are delighted to be building on our decade’s long partnership with the Waitrose team to bring better bread to even more communities.

“As a neighbourhood craft bakery, we offer customers freshly baked food which we prepare by hand in our North London bakery and deliver daily to Waitrose.”