Belgian multinational retailer Colruyt is set to offer its fresh-baked products in ten more stores across the country. From this month, an assortment of breads, baguettes, pastries and savoury snacks will be baked on-site at designated Wallonian stores, including Rochefort and Liège Constitution stores.
First launched as a pilot in 2025, this fresh-baked goods offering is proving successful in six stores in Belgium, with more than one in three customers buying a product from this new line, the company said.
The best-selling items include white baguettes, pain au chocolat, croissants, white rolls and sandwiches. Across all participating stores, the product range is continually tested and optimised with new items, such as varieties of wholemeal rolls, croissant sandwiches and muffins, added.
Geert Elen, head of innovation at Colruyt, said, “The reactions have been unanimously positive. Customers also appreciate that we are adapting our offering to their needs. In recent months, the test stores have attracted new customers, and young families are also delighted to add this new assortment to their shopping carts.
“We are pleased to now be able to offer the same selection to our customers in Wallonia and to learn more about their bakery preferences.”
The rollout will continue through 2026, with the launch of the new category in Colruyt Stockel by 14 July, followed by successive deployments in Hamme, Épinois, Merksem Roosensplein, Mons, Hechtel-Eksel, Nivelles and Sint-Pieters-Brugge.
The offer is popular at breakfast time. Since Colruyt stores began to open at 8am earlier this year, 40% of customers have added a bakery product to their breakfast purchases every day between 8am and 9am.
Loaves of bread are baked just before the stores open. “Fresh batches are then prepared throughout the day. Baguettes, pastries and other baked goods are also baked several times a day to guarantee optimal quality and freshness,” added Elen. “This system also helps to minimise food waste.”