Pancake fever at Waitrose

Total sales excluding fuel for Waitrose were down 0.4% last week (to Saturday February 25) compared with the same week last year.

Customers were preparing to celebrate Pancake Day, held on Tuesday February 28, with sales of pre-made pancakes up 44%.

Shoppers were also planning to whip the crepes up from scratch, with egg sales up 5%, flour up 30% and butter up 7%. Favourite toppings included lemons, up 28%, sugar up 24% and maple syrup up 171%.

The supermarket chain’s commercial director Rupert Thomas added that fruit, vegetables and salads continued to see healthy sales. He noted that last week saw the launch of all year round British salad leaves at Waitrose – a UK supermarket first.

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