Sainsbury’s expands Patisserie Valerie tie-up

Sainsbury's Patisserie Valerie

Sainsbury’s has announced plans to roll out its Patisserie Valerie offerings to another 31 stores by the end of September, taking it to 70 in total – after a successful trial.

The Big 4 grocer said bakery counter sales in the stores that took part in the initial trial saw strong incremental sales after stocking Patisserie Valerie cakes and patisseries.

Sainsbury’s added that customer feedback had been “very positive”, and credited seasonal events such as the Royal Wedding weekend and Father’s Day for a spike in sales.

There are currently 39 bakery counters in Sainsbury’s stores offering Patisserie Valerie products to customers.

All of these stores, along with another 12, offer click & collect on Patisserie Valerie products.

Customers can select or create their own cakes, choosing their favourite fillings, sponges, toppings, ribbons and personalised messages on the Patisserie Valerie website and collect from their local Sainsbury’s supermarket.

Sainsbury’s said the Patisserie Valerie partnership strengthens its mission to innovate in its stores to bring customers a wide and convenient choice of products and premium brands.

The supermarket has also recently introduced 59 sushi counters, two Crussh fresh food and juice bars, a Zizzi pizza counter and Ben Jerry’s and Carte D’or ice cream parlours to stores.

“We’re committed to offering our customers an even greater choice of delicious, high-quality food in our stores and by working with much-loved, trusted brands such as Patisserie Valerie we’re attracting new shoppers,” Sainsbury’s fresh food director Adrian Cook said.

“Customers love the convenience of being able to buy everything they need for a celebration quickly, easily and all under one roof, including delicious Patisserie Valerie products.

“Having seen such a positive response to the trial, we’re excited to be bringing these premium products to bakery counters and customers all over the UK.”

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