- Searches for ‘Cinnamon bun’ on are up 381% on Waitrose.com compared to this time last year
- With more own-brand cinnamon products than any other supermarket, Waitrose is THE go-to place for all your ‘swicy’ needs
- NEW Waitrose Cinnamon Bun Ice-Cream has only been on shelf a week and is already in the top 5 best selling ice-cream tubs after less than a week!
Over the pond, it seems New Yorkers are lining up across the city to get their mitts on a freshly baked cinnamon bun, no-doubt drawn in by that unmistakably spicy, sweet and alluring scent. As with any cutting-edge globally inspired culinary trend, Waitrose strives to be front and centre to offer food lovers in the UK a slice of the cinnam-action…but without the cold al-fresco queuing!
Introducing…our very finest cinnamon finds, starting with the NEW Cinnamon Bun Ice-Cream, a delicious cinnamon and cream cheese icecream made with 100% British milk and finished with a sweet cinnamon ripple and sponge pieces. £3.40 (480ml).
Already gaining attention on social media, with fans commenting; “..Bought this last night and ended up having half the tub before lunch time…it’s so nice” and “Ohh wow 
” to list a few.
Waitrose is ALL-in for the cinna-moment trend, with shoppers seeking new and exciting ways to include this ‘swicy’ spice in not only their scratch cooking, but also their bakery treats, breakfast and beyond. This nostalgic and versatile spice is not only having a moment in the aisles, but also those looking for recipe inspiration - with over 320 cinnamon inspired recipes on the Waitrose website, and searches up 300% for Waitrose Cinnamon Bun recipes in the last 30 days too.
Emilie Wolfman, Trend Innovation Manager at Waitrose comments, “Cinnamon is having a real moment with customers, and our insight shows its very much being associated with a growing desire for warmth, comfort and nostalgia when it comes to those ‘treat yourself’ moments throughout the day or week. Cinnamon is very much a hug in food form. It’s also a really versatile ingredient, working well across a range of sweet and savoury dishes, from curry to croissants. The fragrant scent of warm cinnamon is aromatic and soothing, so it’s not surprising customers are looking for more ways to enjoy it and seek it out across our wide range of products and recipes.”
Cinnamon is very much taking over TikTok. In just the past week, searches for 'cinnamon raisin sourdough' surged by 142%, 'cinnamon sweet potato' by 84%, and 'cottage cheese cinnamon roll' by 64%, revealing a clear and powerful appetite for cinnamon-infused creations.
Showcasing the rise of both artisan bakery options and time saving recipe hacks offering inspiration for scratch cooks who also love a nifty shortcut.
