Waitrose is also doubling the range of GAIL’s sourdough breads and other craft baked goods they stock, adding new lines from award-winning crackers to baguettes, bagels and muffins. The move follows a successful trial in three Waitrose shops at the end of last year.

Aileen Kell, Waitrose Bread Buyer said; “The GAIL’s brand is really loved by our customers, so I’m delighted that we’re rolling out this bigger range and dedicated areas.

“Like us GAIL’s are passionate about sustainability when it comes to using high quality ingredients, packaging, and recycling so they make a great partner for us as we grow our baked goods business.”

Waitrose has been stocking GAIL’s bread since 2010 and currently stocks GAIL’s baked goods in 95 Waitrose shops across the UK and online.

Dan Barrett, Managing Director of Grocery & Wholesale from GAIL’s said; “We are delighted to be building on our decade’s long partnership with the Waitrose team to bring better bread to even more communities. As a neighbourhood craft bakery, we offer customers freshly baked food which we prepare by hand in our North London bakery and deliver daily to our retail partners shelves for our customers to enjoy.”

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Image: Waitrose