Baking ‘still as popular as ever’ at Waitrose

The final of BBC TV series ‘The Great British Bake Off inspired a strong performance across a host of categories as divisional sales (excluding petrol) increased by 5% last week (to October 11) at Waitrose.

Baking 'still as popular as ever' at Waitrose

The supermarket chain’s retail director Rob Collins said: “The culmination of the UK’s premier baking competition, combined with compelling promotional activity, once again motivated the nation’s bakers to grab their mixing bowls.”

Home baking sales were up 25% on last year as cake decorating, including colours and essences, increased by 40%. Egg sales were up 13% and frozen pastry sales rose by 9%. Baking ingredients were up by 30%, with more than 40 lines in the range seeing sales double. Stem ginger sales increased by 180% and fondant icing sales jumped by more than 178%.

Ron Collins noted: “Among the tasks for this year’s finalists was to make a Victoria sponge and lemon tart and their efforts clearly proved enticing for our customers. Victoria sponge sales increased by more than 42% and lemon tart sales leapt by an impressive 75%.”

Waitrose has launched a new Patisserie crockery range that includes colanders, cups, side plates and serving jugs. Pictured is the Waitrose Patisserie Pink Cake Stand which retails at £10.

Elsewhere, shoppers were gearing up “earlier than ever” for Halloween and Christmas with sales of seasonal ranges already up 21% and 10% year on year respectively.

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