Major UK supermarket unveils unique new bakery range — with cinnamon croissant cups

The weather is getting colder and the evenings are getting darker, so it’s fair to say that cosy season is well and truly upon us. 

And when this time of year rolls around there’s nothing better than curling up inside with a cup of tea and some kind of baked good. 

If you’re not a Bake Off star in the making, you might be stocking up on treats from a bakery or even your local supermarket, and if it’s Waitrose that’s nearby then now’s a good time to visit.

That’s because the retailer has just unveiled more than 30 new bakery items, many of which will make for the perfect autumnal treat — from Cinnamon Croissant Cups, to Apple Tarte Tatin Turnovers.

The range follows significant increase in customer demand for baked goods, and features a selection that will cater to a variety of tastes. 

There are some new loaves of bread that all sound deliciously autumnal, including a Sourdough Baguette (£2, intro offer £1.60), Dark Chocolate and Orange Sourdough Bloomer (£3.50, intro offer £2.80), and a Curried Tear and Share Bread (£3).

Those who like to add a little spice, can do so with the new Jalapeño and Cheddar Breadstick (£1.50), or for something a little sweeter you could opt for the Cinnamon Croissant Cup (£1.40), the Ultimate Chocolate Croissant Cup (£1.40), a Pistachio Croissant (£1.75, intro offer £1.40), Belgian Chocolate and Raspberry Ganache Brownie (£1.75, intro offer £1.40), or a Tiramisu Bun (£1.75).

There are also classics like bags of Raspberry Jam Doughnuts (£1.25), Raspberry Bakewell Tart (£1.75, intro offer £1.40), Blueberry Crumble Muffins (£1.75), Sicilian Lemon Drizzle Muffins (£1.75), and Hazelnut Ganache Millionaire’s Shortbread (£1.40). 

As well as this, the supermarket is also launching an exclusive Portuguese Lemon rice cake, known as a Bolo de Arroz (£1.40, intro offer £1.12).

The supermarket claims they’ve seen a 9% increase in patisserie sales compared to last year, and Portuguese sweet treats in particular have captured the interest of customers.

Searches on Waitrose.com for ‘Pastel de Natas’ were up 137% over the last 90 days, while searches for Portuguese tarts went up 113% over the last 30 days. As such Waitrose is looking to offer customers a broader range of innovative and market-first flavour combinations, starting with this light and fluffy snack.

The cake is made from a combination of rice and wheat flour and can be eaten as a dessert, or a snack served with coffee.

Waitrose developed the recipe with a bakery based in Porto, and the cakes are baked in cylindrical paper cases, which are blue and white – the colours of Portugal.

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Serena Jackson, Patisserie Product Developer at Waitrose said: ‘We are delighted with the delicious Portuguese Lemon Iced Bolo de Arroz, developed in close collaboration with the Portuguese bakery. The cake is made using authentic methods with the sponge made from rice flour. However, we’ve introduced a unique twist to the cake. This hybrid includes a sharp lemon curd filling and a sweet lemon icing, offering our food loving customers a dynamic culinary fusion that encourages premium indulgence.

‘We know our customers are all about exploration in food and we’re seeing an increasingly popular culinary trend towards citrus fruits as customers turn to specific regions for the taste and quality cues they desire. The new Bolo de Arroz offers our customers the citrus tastes they are looking for, with the delicious sharp lemon curd filling and a sweet lemon icing.’

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