Sainsbury’s extends Patisserie Valerie partnership to 70 stores

Sainsbury’s is sweetening its in-store food range by rolling out Patisserie Valerie products to more of its bakery counters across the UK.

The supermarket chain trialled a partnership with the luxury patisserie brand in May 2017. The handmade cakes and pastries are made and delivered by Patisserie Valerie in the morning and sold in the luxury brand’s own presentation boxes by Sainsbury’s staff.

There are currently 39 bakery counters in Sainsbury’s stores offering Patisserie Valerie products. All of these stores, along with another 12 (51 in total), offer Click & Collect on Patisserie Valerie products. Customers can select or create their own cakes (choosing their favourite fillings, sponges, toppings, ribbons and personalised messages) on the Patisserie Valerie website and collect them from their local supermarket.

Now 31 more bakery counters in Sainsbury’s branches will be offer the luxury brand’s products by the end of September, bringing the total number of stores stocking Patisserie Valerie to 70.

The grocer said bakery counter sales in the stores that took part in the initial trial saw strong incremental sales after stocking Patisserie Valerie, with Sainsbury’s products continuing to perform well alongside.

It noted that Patisserie Valerie products perform particularly well at seasonal event and special celebrations. Over the three-day Royal Wedding weekend, for example, Sainsbury’s sold almost 800 Patisserie Valerie limited edition lemon and elderflower cupcakes (the same flavour as Prince Harry and Meghan Markle’s wedding cake). On Father’s Day, sales of Patisserie Valerie products increased over 40% compared with a usual Sunday.

On average, over 150 whole Patisserie Valerie cakes are picked up by customers each week using Click & Collect, the majority of which are elaborate, custom made cakes for special celebrations. The most impressive made-to-order creation sold so far was an 18in White Cigarette Celebration Cake for £237.

Sainsbury’s director of fresh food Adrian Cook said: “We’re committed to offering our customers an even greater choice of delicious, high-quality food in our stores – and by working with much-loved, trusted brands such as Patisserie Valerie, we’re attracting new shoppers. Having seen such a positive response to the trial, we’re excited to be bringing these premium products to bakery counters and customers all over the UK.”

The supermarket chain has also recently introduced 59 sushi counters; two Crussh fresh food and juice bars; a Zizzi pizza counter; and Ben & Jerry’s and Carte D’or ice cream parlours to stores.

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