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Waitrose sees picnic sales up 213% as restrictions ease

In addition to food, the group also saw searches for the term ‘picnic blanket’ up 7250% on Waitrose.com

Waitrose has reported a “record” rise in sales of picnic and food items, with sales up 213% compared to the same time last year. 

The grocer has cited the recent easing of lockdown restrictions and increased consumer interest in outdoor dining for this boost. 

Waitrose said it saw sales of fresh antipasti up 87% and seafood antipasti up 106%. Sales in dips also rose by 82%. 

In addition to food, the group also saw searches for the term ‘picnic blanket’ up 7250% on Waitrose.com.

As the demand for picnic food grows, Waitorse will launch a new picnic box available at its Deli counters in time for National Picnic Week, which runs from 19th to the 27th June 2021. 

The new boxes aim to offer customers an “easy picnic solution” and include a selection of deli counter goods produced by British suppliers, such as pork pies, sausage rolls and scotch eggs.  

Michelle Slade, Deli counter buyer at Waitrose, said: “2021 is set to be the year of the picnic and we knew there was an opportunity to introduce more customers to the amazing selection of food we have on our counters.

“Our recent sales show that customers are already getting into the summer spirit and we have introduced this new box full of picnic staples to meet demand and make it really easy for our customers to pick up great quality food from our counters.”

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