Waitrose revamps patisserie range with trend-led sweet treats
Waitrose has revamped its patisserie range with a host of new items designed to tap into consumer appetite for trend-led baked goods.
“We’re delivering the artisanal quality everyone loves, but at a fraction of the price of your favourite bakeries.”
The retailer has unveiled 16 new products focused on artisanal quality and trend-led innovation, all priced from just £1 to £2.40. These tap into current sweet bakery trends, including ultra indulgence, global inspirations, fresh & fruity, and hybrids.
Among the new items are a trio of loaded cookies, including a blueberry cheesecake variant, two cube croissants, and several pastries, cookies, and cakes.
Here’s the full list of range introductions at Waitrose:
- Chocolate & Caramel Loaded Cookie (rsp: £1.50)* – milk and dark chocolate chunks, topped with caramel cream cheese frosting and fudge pieces.
- Blueberry Cheesecake Loaded Cookie (rsp: £1.50)* – Belgian white chocolate chunks and blueberry pieces, topped with velvety blueberry cream cheese frosting.
- Pistachio & Raspberry Loaded Cookie (rsp: £1.50)* – white chocolate chunks, crunchy nibbed pistachios and dried raspberry pieces, topped with pistachio frosting.
- Pistachio Croissant Cube (rsp: £2.25) – buttery croissant dough filled with a pistachio crème, topped with fondant icing and a sprinkle of nibbed pistachios.
- Raspberry Croissant Cube (rsp: £2.25) – buttery croissant dough filled with raspberry jam, topped with fondant icing and freeze-dried raspberries.
- Raspberry & White Chocolate Crookie (rsp: £1.80) – flaky croissant filled with raspberry jam, with a white chocolate chunk & raspberry cookie baked on top.
- Cranberry & Pistachio Oat Cookies (rsp: £2.40, four-pack) – oaty cookies with cranberries and pistachio pieces.
- Almond Pain au Chocolat (rsp: £2) – buttery pastry filled with almond crème and dark chocolate, topped with flaked almonds and a sprinkle of icing sugar.
- Apricot & Almond Pastry (rsp: £1.80) – buttery pastry filled with vanilla-flavoured crème, apricot halves and flaked almonds.
- Rhubarb & Custard Pastry (rsp: £1.80) – buttery pastry filled with vanilla-flavoured crème and tangy rhubarb, with a sweet dusting on top.
- Vanilla Custard Crown (rsp: £1.80) – buttery pastry filled with vanilla-flavoured crème and drizzled with icing.
- Pear & Custard Pastry (rsp: £1.80) – buttery pastry filled with vanilla-flavoured crème and pear slices, with a sweet dusting on top.
- Matcha & Raspberry Cake (rsp: £2) – light matcha sponge filled with raspberry compote and topped with whipped frosting and raspberry pieces.
- Salted Caramel Yum Yum (rsp: £1) – layered dough filled with salted caramel sauce and finished with a crunchy sugar glaze.
*Loaded cookies launch next month.
Along with the new products, Waitrose is also expanding its partnership with Danish bakery brand Ole & Steen. The retailer initially rolled out the bakery’s items into 35 shops in November 2025 and is now extending the range into a further 15 sites. The range includes Ole & Steen’s signature sharing Cinnamon Social Half, as well as the Cardamom Bun, Maple & Pecan Social Slice, Chocolate Swirl, and Cinnamon Social Slice.
Waitrose noted that appetite for baked goods is clear given that its patisserie sales have surged by 10% compared to the same time last year. Customers are choosing sweet over savoury, it added, with White Chocolate & Sicilian Lemon Cookies, Raspberry Jam Doughnuts and Pain au Chocolat coming out as favourites across the category seeing sales increases of 41%, 30% and 21% year-on-year, respectively.
“We know our customers are craving next-level indulgence, so we’re transforming our patisserie with the hottest bakery trends,” commented Elizabeth Greenman, bakery product developer at Waitrose. “We’re delivering the artisanal quality everyone loves, but at a fraction of the price of your favourite bakeries.”
