Cupcake craze continues at Waitrose

Waitrose’s shops and online business had “another strong week” last week (to 20 April) with total sales (excluding petrol) 9.9% up and online sales 41.3% up compared to last year, as customers enjoyed the milder weather.

The upmarket grocery chain’s average basket size was up on the same time last year as shoppers stocked up with summery foods such as fresh juice, delicatessen snacks, ice cream and prepared fruit, which all had their strongest week of sales so far this year.

Its latest TV advert, focusing on ‘The Farmer and the Precious Egg’, prompted a 17% increase in sales of free-range eggs. Waitrose commercial director Mark Williamson said: “Many customers were clearly using our eggs for home baking with sales of ingredients, decorations and accessories up by a phenomenal 39%.

“As the craze for cupcakes continued, many bakers gave their creations to family and friends in our bestselling cupcake gift boxes. Customers also treated themselves to the fuss-free alternative, with ready-made cakes up 28%.”

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