The results are in. According to the latest stats from Waitrose, shoppers are hunger than ever for a dose of La Dolce Vita. Appetite for Italian innovation is skyrocketing – sales of Hot Cross Bunnetone, No.1 Pistachio Tiramisu, and Colomba Cake are up 120%, 111% and 85% compared to this time last year
Social media is helping to fuel the trend with restaurants serving Italian flavoured and fusion dishes such as gianduja pastries and matcha tiramisu.
Easter eating is getting an Italian makeover this year – with Waitrose reporting soaring sales of Italian flavours redefining spring menus, and customers baskets.
Will Torrent, Senior Development Chef at Waitrose, told The Wordrobe: “Our food lovers are looking for a more sophisticated, sun-drenched update to the traditional bank holiday, and Italian bakes like the Colomba Cake are the perfect centerpiece, offering light and elegant puddings. It’s a move toward ‘aesthetic entertaining’ – these cakes aren’t just delicious; they are a conversation starter.”
“They’re delicious dipped into a hot espresso or served as an ice cream sandwich with our No.1 Colombian Coffee Ice Cream.”
Compared to this time last year sales are up for the following:
• Waitrose Hot Cross Bunettone +120%
• Waitrose No.1 Pistachio Tiramisu +111%
• Waitrose No.1 Italian Colomba Cake +85%
What’s more, in the last month, searches on Waitrose.com have risen for the following:
• “Gianduja” +20%
• “Panettone” +30%
• “Colomba Cake” +256%
• “Tiramisu” +17%
Sarah Breadmore, Waitrose Easter Egg Product Developer, says: “When we were developing our Easter range, we predicted the continued growth that Italian cuisine has had on food innovation and looked to incorporate trending flavours such as gianduja, and pistachio into our Easter eggs.”
Cafés and restaurants such as Pophams and Jolene in London are incorporating gianduja and pistachio into their seasonal pastries, and Lannan in Edinburgh, has taken to using flavours such as coffee and mascarpone in their viennoiseries. While Guisseppe’s Kitchen, which has recently opened in BoxHall, London, is serving fusion tiramisu desserts as well as showcasing Italian nonna-styled meals.
This trend is moving from restaurants to homes, with influencers Italianmaxxing Easter with seasonal recipes. Content creators like @_lacebakes_ recently shared a viral Mini Egg Focaccia which merges Easter flavours with Italian cooking. Moreover, @amal.wakim created a tiramisu out of hot cross buns, bringing another level of fusion to Easter eating.
It’s not just foodies who are Italianmaxxing this Easter either – as John Lewis is also seeing home decor trends across socials and sales of pasta bowls rise (+11%) beating the humble dinner plate.
