Patisserie Valerie partners with Sainsbury's to launch in-store range of cakes and pastries

By James McAllister

- Last updated on GMT

Patisserie Valerie partners with Sainsbury's to launch in-store range of cakes and pastries

Related tags: Patisserie valerie, Sainsbury's, Retail agreement

Patisserie Valerie has reteamed with Sainsbury's in a deal that will see the bakery chain retail 14 of its best-selling cakes and pastries across 250 supermarket stores from this week.

Set to be available from Sainsbury's bakery counters, the patisserie selection will range from £3.95 to £32.95 in price and feature a raspberry bombe; mille feuille; and baked cheesecake served by the slice.

It will also include a range of six 'celebration' cakes such as a 'triple chocolate delight' and a 'fairytale gateau'

Each 'celebration' cake will serve between six and 20 people, and be available for pre-order and collection in-store through Sainsbury’s Food to Order service from December.

It’s not the first time a partnership has been on the cards between Patisserie Valerie and Sainsbury's.

In 2017 the two chains teamed up in trial deal to stock Patisserie Valerie products at 12 Sainsbury's supermarkets, which was extended to a total of 70 stores in 2018.

However, the partnership came to an end early 2019 when the bakery chain's parent company, Patisserie Holdings, fell into administration​.

Patisserie Valerie was later acquired out of administration​ by Irish private equity firm Causeway Capital Partners.

A spokesman for Patisserie Valerie has confirmed its CEO, James Fleming, approached Sainsbury’s about rekindling their relationship.

“Both Patisserie Valerie and Sainsbury’s are brands that are much loved and trusted by UK consumers,” says Fleming.

“In bringing our range exclusively into Sainsbury’s stores and online to their customers, we are excited to build on that trust with our high-quality handmade cakes and patisserie.

“It was important to us that the offer was exactly the same as the menu served in our cafés and we have worked together as a team with Sainsbury’s to ensure that is possible, without any compromise to the visual excitement and eating enjoyment of all our products.

"The proof of this pudding is very much in the eating and we can’t wait to hear how the team at Sainsbury’s and the customers in turn react once our handmade cakes are in store.”

Related topics: Business & Legislation

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