Patisserie Valerie, the AIM-listed group, has begun a trial of a concession-style offer with supermarket company Sainsbury’s.
The trial started last week in the supermarket chain’s site in London Balham, with half of the store’s bakery counter given over the Paul May-led, 148-strong group’s products and branding.
MCA understands that the initial trial will see Patisserie Valerie branded counters launched into 12 Sainsbury’s stores over the next three months, before the performance of the new partnership is reviewed.
The products are delivered directly from Patisserie Valerie as opposed to through Sainsbury’s own distribution network.
MCA revealed yesterday that Reuben Todd, who stepped down as group operations director of Ed’s Easy Diner, the Boparan Restaurant Group (BRG)-owned chain, earlier this year, had joined Patisserie Valerie.
He joins the Luke Johnson-chaired group as a regional director with responsibility for the north.
His appointment is part of a reshuffle at the company after the departure of Adrian Johnson, who stepped down as managing director of Patisserie Valerie earlier this year.
Julie Armstrong has become regional director for the south and Dan Booker has become regional director for central operations.
All three report into chief executive May.