SPRING 2025 Media Edit

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SPRING 2025 Media Edit

Make it GOOD this Easter

Easter has arrived at Waitrose and we’re cracking open something special! Get ready for an egg-splosion of excitement as we unveil a fabulous array of new seasonal products. Whether you’re on the hunt for showstopping Easter eggs, irresistible bite-sized sweet treats, trend-driven hot cross bun flavours, a whole bunettone or one-of-a-kind seasonal decorations, there’s something for all the food lovers to enjoy.

We’re proud to continue using Fairtrade cocoa in all of our own-brand confectionery.

Sarah Breadmore

Partner & Confectionery Product Developer

“Croissants are all the craze with sales of croissants and sweet, indulgent treats soaring at Waitrose. With the hybrid croissant trend not going anywhere, we’ve also seen a rise in everything giant and oversized, driven by social media and being able to share food experiences together. On that exciting note, say hello to our No.1 Chocolate Croissant – perfectly shaped and made of rich blonde chocolate with feuilletine and biscuit inclusions inside the shell, drizzled with milk chocolate and sprinkled with crunchy chocolate crumbs. Ideal for sharing with all the food lovers.”

Flat-out egg-cellent

Premium indulgence is back. With greater understanding of the benefits of eating for pleasure, people are looking to really maximise those ‘treat’ moments. Whether it’s indulgent creamy blonde chocolate, moreish hazelnut praline or crunchy feuilletine and fleur de sel, crack open some flat-out flavour this Easter with our new, premium flat eggs. We are proud that all components of the packaging are fully recyclable.

Jayne Brennan

Partner & Easter Confectionery Buyer

“Our sell-out No.1 Cracking Pistachio Egg was last year’s most talked about Easter egg, hitting the headlines and going viral on TikTok. Pistachio continues to be a trend sweeping the food scene, with searches for ‘pistachio’ up 19% year-on-year. So we’re thrilled to reveal that our No.1 Cracking Pistachio Egg is back – and this time we’ve made it even more indulgent with more irresistible pistachio inside the shell of luxuriously creamy blonde chocolate.”

Small but mighty flavourful

We are egg-cited to be launching our irresistible mini eggs with No.1 Blue Eggs and No.1 Duo Eggs, both of which conceal delicious, sweet surprises hiding inside. Offering more bite-sized pieces of indulgence and inspired by seasonal flavours, we’ve also launched Hot Cross Bun Fudge, bursting with juicy raisins, fragrant cinnamon and Seville orange marmalade, and handcrafted in small batches in Harrogate.

The sunshine’s back!

Surely the sweetest treat of Easter, Sunny Side Sam makes a triumphant return – not only as the irresistible classic Sam on Toast but also in the form of deliciously chocolatey and fun Sunny Side Sam Cube Cakes, adorable and moreish Chocolate Lollies and even bite-sized Caramel Egg Cups.

Serena Jackson

Partner & Seasonal Bakery Product Developer

“We are seeing an increasingly popular culinary trend towards adventurous fruit and flavour combinations, with customers looking for more variety to provide the taste and quality cues they are after. Our new No.1 Apricot & Stem Ginger Hot Cross Buns are made with a sourdough starter for extra flavour, lightly spiced and bursting with apricot pieces and stem ginger. They’re delicious toasted with butter and our No.1 Spanish Apricot & Ginger Preserve.”

Hop to it!

Raise a smile this Easter with our light and fluffy bunny-shaped crumpets. Perfect for Easter brunches or cosy afternoons.

Leyla Page

Partner & Seasonal Bakery Buyer

“This year the traditional panettone has had an Easter makeover inspired by apple and cinnamon – one of our most popular hot cross bun flavours at Waitrose. Made to a traditional recipe in a third-generation, family-run bakery in Piedmont, Italy, this Apple & Cinnamon Hot Cross Bunettone takes over 24 hours to expertly craft and create. The gently spiced Italian cake is made with sultanas and sweet apple filling and comes with a fun stencil to dust with cinnamon icing sugar before you serve.”

We’ve got all the bakes

With searches for ‘Easter bakery’ up on waitrose.com, we know that customers are craving those bakery treats. From delicious Hot Cross Danish pastries with sweet spiced filling, sultanas, mixed peel and vanilla flavour fondant, to our award-winning No.1 Belgian Chocolate Hot Cross Buns and adorable new Little Lamb Cupcakes with golden sponge, make it GOOD this Easter with the ultimate range of Easter bakery delights across our in store, counters and cafe selections.

Bloomin’ marvellous decor

This Easter, transform your home with our beautiful collection of seasonal decorations, perfect for all ages to spark egg-citement and create memories. With searches for ‘Easter decorations’ up on waitrose.com, we have launched our gorgeous new hand-crafted Easter Wreath Kit and charming and colourful Easter Twigs to brighten up your home or gift as a springtime surprise for friends or family.

Dishpatch the GOOD stuff

Leave the cooking to the pros this Easter with set menus designed by expert chefs and brought to you by meal delivery experts Dishpatch, now part of the Waitrose family. We’re still hatching these plans – check back here for updates soon.

Feeling inspired? Discover our full Easter range online or in store, and if you’re eager to try some of our seasonal recipes, dive into our Easter Recipe page.