Starbucks UK is rolling out its new Signature Bakery Collection nationwide following a successful trial in select stores that delivered “strong customer response and sales”, The Grocer can reveal.
The range features a refreshed bakery lineup focused on “high-quality ingredients, improved recipes and stronger visual presentation at the counter”, Starbucks said.
The Signature Bakery Collection includes the Pistachio Scroll, made with croissant dough and a pistachio butter filling, and the Raspberry Jam & Custard Doughnut, inspired by traditional American bakery flavours.
Core lines have also been improved, including the Triple Chocolate Brownie and the Cinnamon Bun, while classic sweet treats such as Victoria Sponge and Carrot Cake have been added to the lineup to strengthen the coffee giant’s artisanal bakery offering.
Starbucks said the launch reflects growing demand within the food-to-go sector for premium bakery products that sit alongside coffee purchases.
“We know customers increasingly look for high-quality bakery options that complement their beverage order and elevate their overall coffeehouse experience,” said Starbucks UK senior manager for food category and transformation Teresa Kremer.
“By introducing new flavour-led innovation alongside improved classics and elevated in-store presentation, the Signature Bakery Collection brings a more considered and premium feel to our range. Early feedback from customers has been incredibly encouraging and reinforces the important role food plays in the Starbucks experience.”
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