- Waitrose is set to transform its in-store patisserie with the launch of 16 new products, focusing on artisanal quality and trend-led innovation
- Supermarket firsts include the Pistachio Croissant Cube and Raspberry Croissant Cube
- Waitrose is also expanding its successful partnership with Danish bakery Ole & Steen into 15 more shops, taking the total to 50
Waitrose is set to transform its in-store patisserie with the launch of 16 new products including a raspberry and white chocolate crookie, loaded cookies and croissant cubes. Focusing on artisanal quality and trend-led innovation, all ranging from £1 to £2.40 - just a fraction of the cost of your favourite high street bakery.
Elizabeth Greenman, Bakery Product Developer at Waitrose, said: “We know our customers are craving next-level indulgence, so we’re transforming our patisserie with the hottest bakery trends. This includes UK supermarket firsts like the Parisian-inspired Raspberry and White Chocolate Crookie and our stunning, Instagram-ready Croissant Cubes, alongside truly loaded cookies and the new Matcha & Raspberry Cake. We’re delivering the artisanal quality everyone loves, but at a fraction of the price of your favorite bakeries.”
The appetite for baked goods is clear, with patisserie sales surging by 10% compared to the same time last year. Customers are choosing sweet over savory, with White Chocolate & Sicilian Lemon Cookies, Raspberry Jam Doughnuts and Pain au Chocolat coming out as favourites across the category seeing sales increases of 41%, 30% and 21% YoY.
The new range follows this rising trend, bringing an exciting and refreshed range with plenty of new flavours to discover.
A focus on artisan and trend-led innovation
Key product innovations are tapping into current sweet bakery trends, like ultra indulgence, global inspirations, fresh & fruity, and hybrids.
- The crookie craze: Following its viral social media moment, Waitrose has developed its own Raspberry and White Chocolate Crookie - a delicious hybrid of a croissant and a cookie, inspired by its birthplace at Boulangerie Louvard, Paris in 2022.
- First-to-(super)market shapes: Tapping into the croissant craze with Instagram-ready items such as the Pistachio Croissant Cube, Raspberry Croissant Cube, and the delicious Apricot Orilaise.
- Next-level indulgence: The 'truly loaded cookies' range offers highly indulgent options, including the Chocolate Caramel Loaded cookie, Blueberry Cheesecake loaded cookie, and Pistachio Raspberry loaded cookie.
Expansion of Ole & Steen
Waitrose is also expanding its successful partnership with Danish bakery Ole & Steen.
Following its successful launch into 35 shops in November 2025, the range is being rolled out to a further 15 shops, making the products available in a total of 50 Waitrose locations. The selection available includes the signature sharing Cinnamon Social Half, as well as the Cardamom Bun, Maple & Pecan Social Slice, Chocolate Swirl, and Cinnamon Social Slice.
The refreshed patisserie range will be available for customers in store from Wednesday 27th May*. Along with the long awaited return of our viral Cereal Milk Cookies!
Full list of products
Chocolate & Caramel Loaded Cookie - £1.50
An indulgent treat, bursting with chunks of milk and dark chocolate, and topped with luscious caramel cream cheese frosting and fudge pieces.
Blueberry Cheesecake Loaded Cookie - £1.50
Inspired by the classic dessert, with chunks of Belgian white chocolate and blueberry pieces, and velvety blueberry cream cheese frosting on top.
Pistachio & Raspberry Loaded Cookie - £1.50
Bursting with chunks of white chocolate, crunchy nibbed pistachios and dried raspberry pieces, and topped with pistachio frosting.
Pistachio Croissant Cube - £2.25
Buttery croissant dough filled with a rich pistachio crème, topped with fondant icing and a sprinkle of crunchy nibbed pistachios.
Raspberry Croissant Cube - £2.25
Buttery croissant dough filled with fruity raspberry jam, topped with fondant icing and vibrant freeze dried raspberries.
Raspberry & White Chocolate Crookie - £1.80
The bakery treat everyone's talking about: a deliciously flaky croissant filled with raspberry jam, with a squidgy white chocolate chunk & raspberry cookie baked on top.
4 Cranberry & Pistachio Oat Cookies - £2.40
Deliciously oaty cookies, bursting with cranberries and pistachio pieces.
Almond Pain au Chocolat - £2.00
The breakfast favourite made even more moreish: buttery pastry filled with almond crème and dark chocolate and topped with crunchy flaked almonds and a sprinkle of icing sugar.
Apricot & Almond Pastry - £1.80
Buttery pastry filled with vanilla-flavoured crème , apricot halves and crunchy flaked almonds.
Rhubarb & Custard Pastry - £1.80
Buttery pastry filled with vanilla-flavoured crème and tangy rhubarb, with a sweet dusting on top.
Vanilla Custard Crown - £1.80
Buttery pastry filled with vanilla-flavoured crème and drizzled with icing.
Pear & Custard Pastry - £1.80
Buttery pastry filled with vanilla-flavoured crème and pear slices, with a sweet dusting on top.
Matcha & Raspberry Cake - £2.00
An individual, light and airy matcha sponge, filled with raspberry compote and topped with whipped frosting and raspberry pieces
Carrot Loaf Cake - £2.00
An individual, deliciously moist carrot cake with chopped walnuts, topped with cream cheese frosting and edible flowers.
Victoria Sponge Cake - £2.00
An individual, light and airy sponge, filled with raspberry jam and topped with vanilla flavoured frosting and edible flowers.
Salted Caramel Yum Yum - £1.00
Melt in the mouth fried, layered dough, filled with silky salted caramel sauce and finished with a crunchy sugar glaze.
*Truly loaded cookies launching at a later date of July 2026.
Notes to Editors
Full list of Waitrose shops included in the expansion of Ole & Steen
- Bath
- Beaconsfield
- Berkhamsted
- Brighton
- Cambridge
- Caversham
- Chesham
- Chichester
- Esher
- Fulham
- Goldsworth Park
- Hove
- John Lewis Foodhall Oxford Street
- Lewes
- Reading
- West Byfleet
About Waitrose
Waitrose is the Home of Food Lovers, serving customers with exceptional quality products and expert service.
Part of the John Lewis Partnership - the UK’s largest employee-owned business - Waitrose has 320 shops and a strong online business. It also has agreements with brands like Welcome Break and Shell, further bolstering its local footprint.
It works closely with British farmers and suppliers, and is a market-leader for animal welfare and responsible sourcing - using sustainable farming methods, including on its very own farm, the Leckford Estate.
Waitrose has 800 specialist counters across its shops. It holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III.
