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Sainsbury's expands Patisserie Valerie tie-up after click & collect success

UK supermarket Sainsbury’s will introduce Patisserie Valerie to 31 additional stores after a successful trial in some of its bakery counters across the country.

The grocer said the shops where the cake and sweet treats brand already has a presence experienced strong incremental sales as a result of the partnership.

A click & collect service plays a significant role in the tie-up between Sainsbury’s and Patisserie Valerie, which currently involves 39 bakery counters across the UK. All of these stores, along with another 12 – 51 in total – offer click & collect on Patisserie Valerie products.

Customers can select or create their own cakes, choosing their favourite fillings, ingredients and messages via the Patisserie Valerie website before collecting from their local supermarket. On average, more than 150 whole Patisserie Valerie cakes are picked up by customers each week using click & collect.

Sainsbury’s said the majority of these cakes ordered for collection are “elaborate, custom made cakes for special celebrations”. Cakes and pastries are made and delivered by Patisserie Valerie in the morning before being sold in the brand’s own presentation boxes by Sainsbury’s colleagues.

By the end of September, a total of 70 Sainsbury’s stores will stock Patisserie Valerie products.

Sainsbury’s director of fresh food, Adrian Cook, commented: “Customers love the convenience of being able to buy everything they need for a celebration quickly, easily and all under one roof, including delicious Patisserie Valerie products.”

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