- New products include: No.1 Chocolate Croissant Egg; No.1 Blonde Chocolate & Biscuit Flat Egg; Easter Bunny Crumpets and No.1 Hot Cross buns - Apricot & Stem Ginger and Apple & Cinnamon Hot Cross Bunettone
- Proud to continue using Fairtrade cocoa in all our own-brand confectionery
- Our Easter range is now available to view in our Spring Media Edit
Easter has arrived at Waitrose, and we’re cracking open something special. Get ready for an egg-spolsion of excitement as we unveil a fabulous array of new seasonal products. Whether you’re on the hunt for showstopping Easter eggs; irresistible bite-sized sweet treats; trend-driven hot cross bun flavours; a whole bunettone; or one-of-a-kind seasonal decorations - there’s something for all food lovers to enjoy this Easter. Sarah Breadmore, Confectionery Product Developer, comments, “Croissants are all the craze with sales of croissants and sweet, indulgent treats soaring at Waitrose. With the hybrid croissant trend not going anywhere, we’ve seen a rise in everything being about the giant and oversized, this is driven by social media and being able to share food experiences together. On that exciting note, welcome our No.1 Chocolate Croissant - a perfectly shaped croissant made of rich blonde chocolate with feuilletine and biscuit inclusions inside the shell, drizzled with milk chocolate and sprinkled with crunchy chocolate crumbs. Perfect for sharing with all the food lovers.”
Flat-out egg-cellent
Premium indulgence is back. With a greater understanding of the benefits of eating for pleasure, people are looking to maximise those ‘treat’ moments. Whether it’s indulgent creamy blonde chocolate, moreish hazelnut praline or crunchy feuilletine and fleur de sel, crack open some flat-out flavour this Easter with our new, premium flat eggs. We are proud that all components of the packaging are fully recyclable.
Jayne Brennan, Easter Confectionery Buyer, comments, “Our sell-out No.1 Cracking Pistachio egg was last year’s most talked about Easter egg, hitting the headlines and going viral on Tiktok. Pistachio continues to be a trend sweeping the food scene, with searches for ‘pistachio’ up 19% year-on-year. Our No.1 Cracking Pistachio egg is back - and this time, we’ve made it even more indulgent with more irresistible pistachio inside the shell of luxuriously creamy blonde chocolate.”
Small but mighty flavourful
We are egg-cited to be launching our irresistible mini eggs with the No.1 Blue Eggs and No.1 Duo Eggs, both of which conceal delicious, sweet surprises hiding inside. Offering more bite sized pieces of indulgence and inspired by seasonal flavours, we’ve launched our new Hot Cross Bun Fudge, bursting with juicy raisins, fragrant cinnamon and Seville orange marmalade, handcrafted in small batches in Harrogate.
The sunshine’s back with Sunny Side Sam
Surely the sweetest treat of Easter, Sunny Side Sam makes a triumphant return. Sam returns not only as the irresistible classic Sam on Toast, but also in the form of deliciously chocolatey and fun Sunny Side Sam Cube Cakes; adorable and moreish Chocolate Lollies and even bite-sized Caramel Sam Egg Cups.
Pastry, buns & cakes - we’ve got all the bakes
Leyla Page, Seasonal Bakery Buyer, comments, “This Easter, the traditional panettone has had an Easter makeover inspired by one of our seasonal favourites, apple and cinnamon - one of our most popular hot cross bun flavours at Waitrose. Made to a traditional recipe in a third-generation, family-run bakery in Piedmont, Italy, this panettone takes over 24 hours to expertly craft and create. The gently spiced Italian cake is made with sultanas and sweet apple filling and comes with a fun stencil to dust with cinnamon icing sugar before you serve.”
Serena Jackson, Seasonal Bakery Product Developer, comments, "We are witnessing an increasingly popular culinary trend towards more esteemed fruits and flavour combinations, with customers looking towards more variety to provide the taste and quality cues they are looking for. Our new No.1 Apricot & Stem Ginger Hot Cross Buns are made with a sourdough starter for extra flavour, lightly spiced and bursting with apricot pieces and stem ginger, offering customers more adventurous flavour combinations. They are delicious toasted with butter and our No.1 Spanish Apricot & Ginger Preserve."
With searches for ‘Hot cross buns’ up 44% over the last 30 days on Waitrose.com, we know customers are craving those bakery treats. From delicious Danish swirl pastries with sweet spiced filling, sultanas, mixed peel and vanilla flavour fondant; to our award-winning No.1 Belgian Chocolate Hot Cross Buns and new adorable Little Lamb cupcakes with golden sponge, make it GOOD this Easter with the ultimate range of Easter bakery delights across both our instore, counters and cafe selection.
Bloomin’ marvellous decor
This Easter, transform your home with our beautiful collection of seasonal decorations, perfect for all ages to spark egg-citement and create memories. This Easter, we have launched our new gorgeous hand-crafted wreath kits and charming and colourful Easter twigs, pieces that are perfect for brightening your home, or as a gift for friends or family to spread springtime cheer.
Dishpatch-ing the GOOD stuff
Leave the cooking to the pros this Easter with expert chef designed set menus, delivered to you by meal delivery experts Dishpatch, who are now part of the Waitrose family. We’re still hatching these plans, but check back here for updates soon.
Feeling inspired? Discover our full Easter range online or instore, and if you’re eager to try some of our seasonal recipes, dive into our Easter Recipe page.
Notes to Editors
*We’re proud to continue our use of Fairtrade cocoa in all of our own-brand confectionery.
Confectionery:
Waitrose Sunny Side Sam Milk Chocolate Lollies - £2.00/ 40g (4 x 10g) - launched 27/12
Waitrose No.1 Dark Chocolate & Nut Flat Egg - £12.00/ 204g - launches 03/02/25
Waitrose No.1 Blonde Chocolate & Biscuit Flat Egg - £12.00/ 178g - launches 03/02/25
Waitrose No.1 Milk Chocolate Flat Egg - £12.00/ 190g - launches 03/02/25
Waitrose No.1 The Cracking Pistachio - £17.00/ 265g (320g) - launches 03/02/25
Waitrose No.1 3 Duo Eggs - £7.50 - launches 03/02/25
Waitrose No.1 9 Blue Eggs - £7.00 - launches 03/02/25
Waitrose Sam on Toast - £6.00/ 90g (2 x 45g) - launches 03/02/25
Waitrose Caramel Sam Egg Cups - £4.50/ 50g (5 x 10g) - launches 03/02/25
Waitrose Hot Cross Bun Fudge - £3.50/ 130g - launches 03/02/25
Waitrose No.1 Chocolate Croissant - £15.00/ 275g - launches 10/02/25
Bakery/ patisserie:
Waitrose Apple & Cinnamon Hot Cross Bunettone - £12.00/ 750g - launches 17/02/25
Waitrose No.1 Apricot and Stem Ginger Hot Cross Buns - £3.00/ 4 pack - launches 19/02/25
Waitrose No.1 Belgian Chocolate Hot Cross Buns - £3.00/4 pack - launches 19/02/25
Waitrose Hot Cross Danish - £1.60 - launches 19/02/25
Waitrose 4 Little Lamb Cakes - £4.50/ 4 pack - launches 31/03/25
Waitrose 4 Sunny Side Sam Cube Cakes - £4.50/ 4 pack - launches 31/03/25
Waitrose 4 Easter Bunny Crumpets - £1.50/ 300g - launches 01/04/25
Horti:
Waitrose Easter Wreath Kit - £20.00 - launches 10/04/25
Waitrose Easter Twigs - £6.00 - launches 10/04/25
