Sainsbury's and Patisserie Valerie Extend Store Partnerships

British supermarket chain Sainsbury's is sweetening its in-store food range by rolling out Patisserie Valerie products to even more of its bakery counters across the UK, nearly doubling the number of partnered stores around the country.

More bakery counters in Sainsbury's supermarkets will be offering the brand's luxury patisserie and cakes by the end of September, taking the total number of stores stocking Patisserie Valerie to 70. The deal demonstrates Sainsbury's commitment to bring customers a distinct, differentiated and convenient choice of quality food for every occasion.

Bakery counter sales in the stores that took part in the initial trial saw strong incremental sales after stocking Patisserie Valerie, with Sainsbury's products continuing to perform well alongside the luxury brand. Customer feedback has been very positive, with people enjoying the convenience and ease of being able to pick up freshly made Patisserie Valerie cakes alongside other party supplies and their everyday groceries.

Sainsbury's Director of Fresh Food, Adrian Cook, said: "We're committed to offering our customers an even greater choice of delicious, high-quality food in our stores and by working with much-loved, trusted brands such as Patisserie Valerie we're attracting new shoppers. 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. Having seen such a positive response to the trial, we're excited to be bringing these premium products to bakery counters and customers all over the UK."

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