Rapid grocer Jiffy has launched in-house bakeries at three of its dark stores in east London.
Following a trial period of the bakeries at its Deptford, Hackney, Stratford and Bethnal Green locations, it is expected the service will be rolled out more widely.
Items are baked to order “due to the speed at which products will be created, baked and then distributed to customers” the company said.
Products include a range of breakfast pastries such as pain au chocolat, all butter croissant, almond croissant and Danish pastry selection, alongside a selection of fresh bread white rustic rolls, Parisian baguette, tiger bloomer and a white large loaf.
Jiffy said it hoped to extend its offering to include fresh hot drinks in coming months.
“The introduction of the bakery is in direct response to a rapidly growing and discerning customer base who expect quality products at speed,” a Jiffy spokesman said.
In September, Jiffy launched an own-label range of fresh produce, in what it believed was a first for the rapid convenience sector. The Jiffy brand range features 35 products including punnets of blueberries, packaged kale and potatoes and twin-packs of corn on the cob.
“There’s nothing like the smell and taste of freshly baked bread and pastries and that’s why we are extremely excited to be leading the way with the addition of our new bakery,” said Jiffy co-founder Vladimir Kholiaznikov.
“We pride ourselves on our high-quality products and our bakery offers something for everyone – whether that’s a fresh croissant for breakfast or warm bread for lunch,” he added.