Gail’s bakery chain has come under fire for repurposing unsold pastries into croissants and selling them for almost £4 the next day.
The retailer lists the “twice baked” chocolate almond croissants as part of its “Waste Not” range, which means it is made using leftover croissants that are then “topped with almond frangipane and flaked almonds”.
The scheme has been hit with criticism online, with many pointing out the £3.90 price tag is 95p more than the original croissant.
One X user said: “The audacity of bragging about it being part of their ‘Waste Not’ range like we should be grateful to them and proud of ourselves for contributing to reducing food waste when they could just sell it for less money – not one pound more than yesterday.
“Unsure whether to be impressed or horrified that someone has come up with a concept to capitalise on yellow sticker goods to make more profit.”
It should be added, however, that the practice was not invented by Gail’s – and almond croissants were originally created by French boulangeries to reuse day-old croissants and stop them going stale.
When factoring in the extra ingredients (almond frangipane and flaked almonds) and baking time, the bakery chain would likely defend the increased price by pointing to the additional costs incurred.
It comes as locals in a trendy London neighbourhood signed a petition against a Gail’s bakery setting up shop in their area.
After (unconfirmed) rumours began circulating that the chain was looking to open a site in Walthamstow village, more than 600 have signed a petition opposing the plans.
The petition says the village “faces a threat to its uniqueness” should Gail’s move into the area (see yesterday’s 11.54am post for more).
Gail’s has been contacted for comment.
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