Shoppers have been left disappointed after Sainsbury’s confirmed it has stopped selling its popular Patisserie Valerie cake slices.
The supermarket responded to a customer query on social media platform X, stating: “Unfortunately this range has been discontinued.”
Patisserie Valerie, a British café and bakery chain founded in 1926, is known for its handcrafted cakes, pastries, and continental desserts. Its cake slices were available in 400 Sainsbury’s stores, offering customers a taste of high street café luxury at home.
The reason for the product’s removal has not been revealed. Neither Sainsbury’s nor Patisserie Valerie has issued an official statement explaining the decision.
Patisserie Valerie was acquired by Irish private equity firm Causeway Capital Partners in 2019 after financial troubles. The brand now operates standalone cafés and delivers cakes across the UK through its online service.
The discontinuation comes as Sainsbury’s focuses on major in-store changes. The retailer is upgrading its SmartShop system, which allows customers to scan items while shopping using a handset or mobile app.
Sainsbury’s is now testing new handsets in two stores—Richmond, London, and Kempston, Bedfordshire. These devices let customers pay directly by tapping their bank card, removing the need to queue at checkouts.
After paying, shoppers can print a receipt at a designated bay or choose to receive it by email.
Darren Sinclair, Sainsbury’s director of future stores and customer experience, said the trial is a response to customer feedback. “Many shoppers prefer using a physical handset to save their phone battery,” he explained.
Sinclair added that these upgrades aim to make shopping easier and more convenient. “It’s about reducing friction, improving payment, and simplifying the shopping journey,” he told The Grocer.
He also highlighted how SmartShop technology helps the supermarket track customer flow and behaviour in stores through heatmapping. “We don’t see individual shoppers, but we can observe which areas attract the most attention,” Sinclair said.
Related topics:
