Waitrose is banking on premium formats and trending flavours to drive sales for Easter 2026, with new launches in confectionery and bakery to its No.1 tier. The retailer reports Easter egg searches up 68% over the past month when compared to 2025, and the range aims to be visually unique and giftable.
Building on last year’s croissant-inspired viral hit, Waitrose has introduced a new Blonde Almond Croissant Egg. Ruby chocolate also gets a new push with a berry-led flat egg, while pistachio and caramel biscuit feature in filled eggs and sharing formats.
“This year we’ve leveraged trending flavours, like almond, to build on our viral eggs from last year to offer our customers those egg-stra options that make you go ‘wow’,” says Waitrose Easter egg product developer Sarah Breadmore. ”Our brand-new No.1 Blonde Chocolate Almond Croissant is made with luxuriously creamy blonde chocolate and crunchy almond pieces, then hand-decorated with milk chocolate and roasted almond pieces.”
Bakery is a key focus, featuring new chocolate and fudge hot cross buns as well as a Leckford line made with regeneratively grown wheat from Waitrose’s own estate.
No.1 Mini Blonde Chocolate Croissants
£7/100g
Truffles made in rich blonde chocolate with a silky chocolate ganache centre.
No.1 The Blonde Chocolate Almond Croissant
£15/275g
An Easter egg in the shape of a croissant, made in creamy blonde chocolate with crunchy almond pieces. Hand-decorated with milk chocolate and roasted almonds.
No.1 Lulu Guinness Milk Chocolate Lips
£15/250g
A chocolate egg made with single-origin milk chocolate with a glamorous shimmer of red.
No.1 Dark Chocolate & Nut Flat Egg
£12/220g
Made of velvety dark chocolate, scattered with crunchy flaked almonds and caramelised pecans and hazelnuts. Crack open the little egg on the front to find two No.1 Hazelnut & Orange Truffles inside.
No.1 Milk Chocolate & Caramelised Biscuit Flat Egg
£12/205g
Made of creamy milk chocolate with crunchy biscuit crumbs, scattered with little shards of caramelised biscuit and chocolate flakes, and shimmered in gold. Crack open the little egg on the front to find two No.1 Salted Caramel Truffles inside.
No.1 Ruby Chocolate & Berries Flat Egg
£12/200g
Made of fruity ruby chocolate, speckled with tangy cherries and raspberries. Crack open the little egg on the front to find two pink No.1 Champagne Truffles inside.
Loaded Dark Chocolate Orange Egg
£8.50/195g
Dark chocolate with fruity zest and zingy Valencian orange oil.
Loaded Chocolate & Caramel Millionaires Egg
£8.50/205g
Millionaire’s shortbread in chocolate egg form. Smooth milk chocolate with caramel and salted caramel cereal pearls.
Choc Full Egg
£8.50/215g
Smooth milk chocolate with zingy popping candy and sugar-shelled chocolate eggs.
No.1 Pistachio & Feuilletine Filled Eggs
£10/152g
Blonde chocolate with caramel notes and a crunchy, creamy pistachio filling.
No.1 Hazelnut Gianduja Eggs
£7/139g
Melt-in-the-mouth smooth and creamy. Made with ground hazelnuts, inspired by Italian confectionery.
No.1 Easter Egg Tin
£10/110g
Smooth, creamy milk chocolate foiled eggs filled with rich caramel ganache, in a keepsake tin for Easter gifting.
Milk Chocolate Mini Eggs
£4/200g
Milk chocolate eggs in a speckled sugar shell.
Bakery
No.1 Millionaire’s Panettone Egg
£12.50/750g
Fluffy, egg-shaped panettone rippled with rich caramel sauce and dark chocolate, and speckled with white and blonde chocolate drops.
Flower Crumpet
£1.50/four-pack
Flower-shaped crumpets.
Sweet Heart Waffles
£3.50/232g
Sweet golden waffles.
No.1 Berry Blush Hot Cross Buns
£2.50/two-pack
Made with sultanas, cranberries, blueberries and juicy strawberries, and creamy white chocolate. Pink sourdough crosses applied by hand
Leckford Fruit & Seed Hot Cross Buns
£2.50/four-pack
Made with flour from Waitrose’s regeneratively farmed estate. Full of sultanas and cranberries, sunflower and pumpkin seeds.
Milk Chocolate & Fudge Hot Cross buns
£2/four-pack
Studded with chunks of milk chocolate and fudge cubes that melt when toasted. Fairtrade sourced cocoa.
No.1 Spring Afternoon Tea Selection
£8/each
Two each of: mini daisy cakes with light, golden sponge, hand piped buttercream and lemon curd; mini St Clements cakes with orange-soaked lemon sponge and hand-piped sweet orange buttercream; and mini raspberry cakes with light, golden sponge, hand-piped raspberry buttercream and a sprinkle of freeze-dried raspberries.
Cereal Milk Flapjack Bites
£2.50/132g
Flapjack bites with oats, cornflakes and colourful sprinkles.
Layered Salted Caramel & Chocolate Brownie Fudge
£3.50/130g
Sweet fudge combination of rich chocolate brownie and creamy salted caramel. Fairtrade sourced cocoa.
Creamy Coffee Flavour Fudge
£3.50/130g
Hand-crafted fudge handmade in small batches in Harrogate.
Mini Buttercream Cupcakes
£5/nine-pack
Sweet, bite-sized chocolate cupcakes topped with vanilla buttercream and finished with a sugarpaste decoration. Rainforest Alliance Certified cocoa.
No.1 Triple Cherry Stollen Bites
£4.50/nine-pack
Made with plump sultanas and glacé and sour cherries. Layered with pink marzipan and dipped in cherry brandy.
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