// Waitrose ditches sale of Warburtons products over the baking business’ performance
// Waitrose crumpet sales had fallen by 15% over the last year
Waitrose has removed all Warburtons products from its shelves in a row that has broken out over the crumpet maker’s performance.
The supermarket claimed that Warbutons’ “performance didn’t meet expectations”, according to The Telegraph.
The dispute – which took place almost a year ago – means Waitrose is now the only major grocer to not stock Warburtons products. It continues to sell products from Warburtons biggest rival, Hovis.
The bakery’s executive chairman Jonathan Warburton said that the removal of his products from Waitrose’s shelves was “a shame”.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Waitrose crumpet sales had fallen by 15% over the last year, according to a source. This is in stark with the wider crumpet market, which is growing 10% by value.
However, sources close to Waitrose said they “did not recognise” claims that the supermarket’s crumpet sales had fallen to such an extent, the newspaper reported.
Waitrose said: “We stopped selling Warburtons products a year ago after their performance didn’t meet our expectations.
“We focus on fantastic products at great value that our customers love and we remain open to working with Warburtons in the future.”
Warburton said: “At Warburtons, quality is paramount. We put an awful lot of care into the 2m products we bake and deliver to over 19,000 stores across the country every single day.
“We know that consumers recognise the quality, and value of our products and that is why we are the number one bakery brand in the UK. It is a shame that Waitrose chose to delist us last year and we would of course love to be back on their shelves in the future.”
3 Comments. Leave new
We stopped using Warburton’s bread for quiet a while during covid, it seemed to my family that they had changed the recipe or something. We found out that it was the flour they was using. The crumpets did go down hill for a while but seen fine now
Love Warburton’s crumpets which we buy regularly from Morrisons
How ridiculous. Everyone knows that Warburtons crumpets are by far the best.