Danish bakery chain Ole & Steen has partnered with Ocado Retail to list a curated selection of breads and pastries with the online supermarket.
While Ole & Steen products have been available through a limited Waitrose partnership and via delivery platforms in London, the launch with Ocado marks the first time the vast majority of UK households will have access to the range, reaching more than 80% of the country through the grocer’s delivery network.
The range available via Ocado.com includes breads such as the Sourdough Loaf, Copenhagen Sourdough, Chia Rye, Salt & Pepper Roll, and Seeded Sourdough Roll, as well as pastries such as a Croissant, Almond Croissant, Apple Danish, Cinnamon Swirl, and the Cinnamon Social Whole.
“This is a really exciting moment for us in the UK,” said Ole & Steen UK MD Graham Hollinshead. “Our stores will always be the heart of what we do, but we know there are people across the country who want access to authentic Danish baking and haven’t had an easy way to get it.
“Partnering with Ocado Retail means customers across the country can add our sourdoughs, pastries, and Cinnamon Socials to their weekly shop. It is a natural next step in how we are growing the brand here, and it reflects the incredible demand we have seen beyond our store doors.”
The launch forms part of a broader omnichannel strategy that Ole & Steen has been building towards for the past 18 months.
In the UK, this has seen the bakery brand expand beyond its counters to three major delivery platforms and launch a web-based ordering portal for offices and B2B clients.
The strategy also includes its recent Waitrose partnership, which saw Ole & Steen roll out a range of premium Scandinavian pastries to 35 select stores and online, and grow its loyalty app membership by more than 40% in 2024.
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