- New products include: The Cracking Pistachio, Hot Cross Bunettone, Hot Honey Hatchlings and two new No.1 Hot Cross Buns - Golden and Double Chocolate
- Savvy customers are already planning ahead for Easter with searches on waitrose.com for ‘Easter eggs’ up 137% compared to the same time last year.
- Our Easter range is now available to view within our Spring Media Edit.
Emma Beale, Head of Product Innovation at Waitrose, said: “Easter is such a joyous time and it’s a perfect excuse to get in some of the GOOD stuff when celebrating with friends and family. Whether you love to indulge in some chocolate, are a fan of gorgeous cakes worthy of a spot on your Easter table or enjoy a traditional hot cross bun, there is something for everyone. We can’t wait for customers to experience the innovative flavours, fun and quality that our products provide this Spring.”
Cracking confectionery
It’s time to try something new, with many exciting flavour trends coming through in our Easter confectionery. Including, hot honey, pistachio, blonde chocolate and chocolate with sourdough… Yes, we said sourdough.
It wouldn’t be Easter without the very best, which is why we have added three new products to our No.1 range. The star of the show is our No.1 The Cracking Pistachio, inspired by a pistachio nut, this egg has not one but two shells! It’s blonde on the outside and once cracked open, reveals a surprise pistachio shell inside. For those that prefer a smaller treat, our No.1 Hot Honey Hatchlings are the perfect sweet treat with a hint of spice of if you prefer something with a slight crunch, you will love our No1 Speckled Bird Box Eggs - filled with velvety malt flavour ganache and a crunchy layer of chocolate with sourdough breadcrumbs.
Our very cute friend Sunny Side Sam had such a cracking time last Easter, he is back for another year and there is even more of him to love. Sam on Toast is a solid Belgian milk chocolate slice with a creamy butterscotch flavour, great for those who adore Sam but fancy some milk chocolate. You can also pick up a loveable Sam plush toy, which can be kept forever – because eggs aren’t just for Easter.
Sarah Breadmore, Confectionery Product Developer at Waitrose, said: “When developing this year's range, we wanted to bring fun and conversation to the Easter table, so we have given our customers an element of surprise while bringing them flavour combinations they may have never tried before. With searches for blonde chocolate up 67% on Waitrose.com compared to the same time last year, we know they are going to love The Cracking Pistachio - a blonde chocolate egg with a delicious pistachio flavoured egg inside, what’s not to be excited about!”
We’re proud to continue our use of Fairtrade cocoa in all of our own-brand confectionery and our packaging continues to be 100% recyclable.
GOOD bakes
Rising to the occasion, we have six new baked treats hitting our shelves this Easter. Including a hot cross bun and panettone hybrid, a light as air torta encasing all the flavour of spring and cupcakes that are almost too cute to eat!
If you’re going to have hot cross buns this Easter, make sure they're the GOOD buns. Introducing the No.1 Golden Hot Cross Bun and the No.1 Belgian Chocolate Hot Cross Bun - both buns are made with sourdough starter and baked free flowing to give them an artisanal feel. So whether you like your hot cross bun bursting with dried fruits or prefer it studded with creamy chocolate - this is going to be the only bun you want.
Make your celebrations a Pisa cake with two beautiful bakes made in a family-run bakery in Piedmont, Italy. Panettone meets hot cross bun, our Hot Cross Bunettone is a spiced Italian cake with butter, sultanas and candied orange peel and if you’re not a fan of dried fruit our Lemon & Raspberry Torta - a lemon cake, with pockets of sweet raspberry sauce and lemon flavoured icing sugar to finish, will put the zing in spring.
Something for kids and grown-ups alike that will brighten up your Easter table - Jack is back! Easter Jack the Jack Russell is a chocolate sponge cake rolled with chocolate buttercream, with a coating of milk chocolate and egg decorations in a variety of bright spring colours. Jack will look cracking alongside our Chirpy Chicks, four vanilla sponge cupcakes hand piped with vanilla buttercream and decorations.
Notes to Editors
Waitrose No.1 The Cracking Pistachio - £14/312g
Waitrose No.1 Hot Honey Hatchlings - £6/103g
Waitrose No1 Speckled Bird Box Eggs - £7/150g
Waitrose Sunny Side Sam - £6/100g
Waitrose Sam on Toast - £5/78g
Waitrose Sunny Side Sam Plush - £5
Waitrose No.1 Golden Hot Cross Buns - £2.50/4 buns
Waitrose No.1 Belgian Chocolate Hot Cross Buns - £2.50/4 buns
Waitrose Hot Cross Bunettone - £8/500g
Waitrose Lemon and Raspberry Torta - £8/500g
Waitrose Easter Jack the Jack Russell - £8.50
Waitrose Chirpy Chicks - £4.50/4 cakes
All of our own brand confectionery is made using Fairtrade cocoa and all of our own brand Easter confectionery packaging is 100% recyclable.
