400% uplift in cakes for Waitrose’s new premium range

Total divisional sales, excluding fuel, were up 1.5% last week (to June 4) for Waitrose.

The supermarket chain said comparisons were still distorted due to the later fall of the bank holiday and half term, with total sales up 2.3% compared with the equivalent week last year.

Waitrose personnel director Helen Hyde said that as a national advertising campaign launching new premium food range Waitrose 1 continued on TV and in its shops, the range  enjoyed a strong week with sales highlights including a 400% uplift in cakes.

She added that customers are beginning to prepare their gardens for the summer with outdoor horticulture up 24%, outdoor home products up 9% and outdoor toys and games rising by 150%.

The week also saw customers show their support for the English wine industry, with sales of home-grown wine up 31% on last year during English Wine Week, which ran from May 28 to June 5.

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