Sainsbury’s is sweetening its in-store food range by rolling out Patisserie Valerie products to even more of its bakery counters across the UK.
Thirty-one more bakery counters in Sainsbury’s supermarkets will be offering the brand’s luxury patisserie and cakes by the end of September, taking the total number of stores stocking Patisserie Valerie to 70. The deal demonstrates Sainsbury’s commitment to bring customers a distinct, differentiated and convenient choice of quality food for every occasion.
Bakery counter sales in the stores that took part in the initial trial saw strong incremental sales after stocking Patisserie Valerie, with Sainsbury’s products continuing to perform well alongside the luxury brand. Customer feedback has been very positive, with people enjoying the convenience and ease of being able to pick up freshly made Patisserie Valerie cakes alongside other party supplies and their everyday groceries.
Patisserie Valerie products perform particularly well at seasonal event and special celebrations. Over the three day Royal Wedding weekend, Sainsbury’s sold almost 800 Patisserie Valerie limited edition lemon and elderflower cupcakes (the same flavour as Harry and Meghan’s wedding cake). On Father’s Day, sales of Patisserie Valerie products increased over 40 per cent compared with a usual Sunday.
There are currently 39 bakery counters in Sainsbury’s stores offering Patisserie Valerie products to customers. All of these stores, along with another 12 (51 in total), 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 supermarket.
On average, over 150 whole Patisserie Valerie cakes are picked up by customers each week using Click & Collect, the majority of which are elaborate, custom made cakes for special celebrations. The most impressive made to order creation sold so far was an 18' White Cigarette Celebration Cake for £237. The delicious handmade cakes and pastries are made and delivered by Patisserie Valerie in the morning and sold in the luxury brand’s own presentation boxes by Sainsbury’s colleagues.
The Patisserie Valerie partnership further strengthens Sainsbury’s mission to innovate in its stores to bring customers a wide and convenient choice of quality products and premium brands for every occasion. The supermarket has 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.
Sainsbury’s Director of Fresh Food, Adrian Cook, said, “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.
'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.”
Patisserie Valerie’s CEO, Paul May, said, “We are very pleased to be continuing our partnership. This is such an exciting venture, which we feel brings a taste of Patisserie Valerie to your local Sainsbury’s supermarket. This is an amazing opportunity due to the convenience it provides for our customers, when opting to purchase and collect our scrumptious gateaux.”
