Waitrose Debuts TV Competition Cookie

Anne AitkinYesterday British retailer Waitrose introduced a delicious new Private Brand sweet treat, which scooped top prize in a TV competition run by ITV’s Lorraine. The mouth-watering Ginger and Orange Cherubs recipe beat hundreds of entries to win the chance to be sold in Waitrose shops.

The winning recipe, created by Lorraine viewer Anne Aitken – a 51 year old nurse from Leeds, is a delicious combination of flavors and ingredients including ginger, orange, apricots and sultanas and is based on a traditional Yorkshire recipe which has been handed down generations of Anne’s family.

Anne’s Ginger and Orange Cherubs were officially unveiled at Harrogate branch of Waitrose this morning by Great British Bake Off Star John Whaite live on the ITV Lorraine program.

Lorraine Kelly commented: “I’m delighted that Anne’s delicious Cherubs will now be available for everyone to enjoy. We had some amazing entries in this year’s Lorraine’s Taste Off competition and I certainly enjoyed ‘judging’ all the sweet treats. Anne was definitely a very worthy winner – congratulations Anne!”

Waitrose -n 253207_Cherubs1534Anne Aitken said: ‘I cannot believe that my little Ginger and Orange Cherubs are going to be served on Waitrose patisserie counters for everyone to try! I call them Cherubs because my mum used to call us her ‘little ginger cherubs’ – not only are we a family of red-heads we’re also gingerholics! My Cherubs are lovely served warm from the oven with butter, jam and cream and great for lunch-boxes too!’.

Waitrose Product Developer, Tracey Anderson, says: ‘Waitrose customers will love these little Cherubs, you can taste the delicious orange and ginger flavors and the texture is a gorgeous mix between a scone and a rock cake – the ultimate sweet treat.’

Waitrose Ginger and Orange Cherubs, inspired by Anne Aitken, go on sale at Waitrose patisserie counters today priced 79p.

The nationwide competition to find a new sweet treat was launched on ITV’s Lorraine earlier this year. Viewers were invited to send in their sweet recipes with a picture for the chance to have their products sold on the patisserie counters at Waitrose branches across the country. Entries were judged by Coronation Street star Debbie Rush, Alex Hollywood and Waitrose product developer Tracey Anderson.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.