- Sales of festive classics including pigs in blankets, stuffing and florentines up 19%, 89% and 106% compared to this time last year
- Surge in interest for traditional Christmas foods with searches on Waitrose.com for panettone, stuffing and pigs in blankets up 168%, 107% and 39% compared to this time last year
- Trend in nostalgic foods booming, with classic flavours sparking a powerful longing for comfort and connection, and reviving cherished memories
‘Tis the season this Spring! Christmas favourites like the panettone, fruit cake, and pigs in blankets are enjoying a surge in year-round popularity as Waitrose launches first-to-market Cherry & Chocolate Heart-shaped Panettone.
Emilie Wolfman, Trend Innovation Manager at Waitrose comments, “This shift comes as festive items such as the panettone, fruit cake and pigs in blankets transcend the Christmas season, with customers looking to indulge in these foods beyond their usual confines. These foods often spark a deep sense of nostalgia, and as we enter into Spring, people are seeking to recreate the warmth of festive dining through shared meals and family moments."
Compared to this time last year, sales of:
Compared to this time last year, searches on Waitrose.com for:
- ‘Panettone’ +168%
- ‘Pigs in blankets’ +39%
- ‘Stuffing’ +107%
- ‘Fruit cakes’ +44%
- ‘Florentines’ +164%
In response to this trend, Waitrose's new Spring collection showcases a variety of new, trend-driven products, including:
Serena Jackson, Seasonal Bakery Product Developer at Waitrose comments, “To celebrate this trend, we’re thrilled to introduce our first to market Waitrose Cherry & Chocolate Heart Panettone which comes in its own beautiful, heart-shaped tin, extending the joy of these classic flavours. 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. With a sweet and jammy cherry filling, dark chocolate chips and a sachet of sweet cocoa to dust and finish with a heart-shaped stencil, it’s sure to delight your loved ones.”
New Spring range includes:
- Waitrose All you need is…Cherry and Chocolate Heart-shaped Panettone - £15.00: Dark chocolate chip studded panettone, with a delicious jammy cherry filling. The heart stencil is included within the eye-catching tin with sweet cocoa to dust and finish. This is made to a traditional recipe in a 3rd generation, family-run bakery in Piedmont, Italy, and takes over 24 hours to create.
- Waitrose Easter Apple and Cinnamon Hot Cross Bunettone, £12.00: The panettone gets an Easter makeover, inspired by one of our favourite hot cross buns. The gently spiced Italian cake is made with sultanas and sweet apple filling. Dust with the cinnamon icing sugar before serving. Made to a traditional recipe in a family-run bakery in Piedmont, Italy, this bunettone takes over 24 hours to create.
- Waitrose No.1 Dark Chocolate & Nut Flat Florentine Easter Egg - £12.00: Our No. 1 Dark Chocolate and Nut Flat Egg is made from deliciously dark chocolate flecked with crunchy hazelnut praline, with a hollow half mini egg and a generous scattering of flaked almonds , caramelised hazelnut and pecan pieces.
- Waitrose All you need is…Belgian Heart-shaped Biscuits - £6.00: These delicious Belgian heart shape biscuits are made in Belgium by a specialist Biscuiteer that was founded in 1947, using only the finest ingredients, including sustainable palm oil and free range eggs. It is a crumbly butter flavoured biscuit.
- Waitrose Simnel Cake - £13.00: A lightly spiced, all-butter fruit cake with vine fruits and glace cherries, layered with deliciously almondy marzipan. It's intricately hand-decorated with toasted marzipan for a special finishing touch. A centrepiece for your Spring celebrations is perfect with a cup of tea.
- Waitrose 5 Simnel Slices - £3.75: Lightly spiced fruit cake with vine fruits and glacé cherries, topped and layered with sweet marzipan. Ready to serve in perfectly portioned slices, for easy Spring afternoons.
