Waitrose is to expand its in-store self-serve bakery counters with the launch of 30 new products across bread, savoury snacking and patisserie. 

The upmarket supermarket will refresh over a third of the bakery and savoury snacking range, launching 15 new, trend-driven products with unique flavour offerings including a Cheese and Onion Tear & Share Bread, and a Jalapeno & Cheddar Breadstick.

Across self-serve patisserie, the grocer is launching 14 new sweet treats including cakes, tarts and buns, with seasonal flavours including cinnamon and tiramisu.

Waitrose will also roll out a doughnut range, which are sugared and bagged in-store.

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The upmarket retailer said the new range will improve the freshness and quality of its existing products, and comes as in-store bakery sales grew 14% on last year.

Waitrose bakery product developer Elizabeth Greenman said: “Our focus on freshness and quality has led us to introduce more products that can be baked in store, providing our customers with an increased sensory experience.

“This includes our No.1 Sourdough Baguette, which has been crafted and slowly fermented for 36 hours, and No.1 Seeded Ancient Grains Bread, made with an artisan malt mix, which are freshly baked in store to provide maximum freshness and taste.”

Waitrose patisserie product developer Serena Jackson added: “Likewise, for the patisserie range, including the new No. 1 Apple Tarte Tatin Turnover, we also finish the baking process instore, with partners adding the final touches such as a fresh sprinkling of crunchy demerara sugar just before serving.”