Baking proves popular for Waitrose

The school break, preparation for Easter, and the sun combined to generate an 8.3% rise in sales excluding petrol last week (to April 12) for Waitrose.

Baking proves popular for Waitrose

The supermarket group’s supply chain director David Jones said: “School holidays inspired young bakers, as cake decorating sales rose by 20%, with cooking chocolate up 17% and sales of icing up by an incredible 78%.”

He added: “The traditional Easter simnel cake is certainly experiencing a resurgence as marzipan sales shot up by a staggering 290%. Sales of chocolate have naturally seen a huge rise this week, but seasonal confectionery for the same week before Easter last year has still seen a massive uplift with sales up 26%.”

With the weekend’s warmer weather, picnic foods performed particularly well too.

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