Baking tray sales up 881% at Waitrose

Divisional sales excluding petrol increased by 1.4% last week (to August 1) compared to the year-ago period for Waitrose.

The supermarket chain’s managing director Mark Price said: “Buying trends were influenced by the erratic British weather as customers purchased products more commonly associated with the winter months.

“There were signs that the traditional Sunday dinner was making an early return to households as frozen meat sales soared, up by more than 16%. Fresh vegetable accompaniments were also up by 32% and frozen vegetable sales were up by more than 17%.”

He added that excitement was already building ahead of BBC series The Great British Bake Off returning to screens on Wednesday (August 5) as bakeware sales increased by 55% and baking tray sales “rose by an incredible 881%”.

Mark Price concluded: “Inspired shoppers and strong promotional activity also combined to see sales of our cook ranges increase by more than 47%, as customers geared up to be creative in the kitchen away from the cooler temperatures.”

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