Courtney Pochin
Published November 25, 2025 1:51pm
Updated November 25, 2025 1:52pm
Share this article via whatsappShare this article via xCopy the link to this article.Link is copiedShare this article via facebook
Comment now
Comments
A popular high street bakery is launching sweet treats in the supermarket (Picture: Metro/Ole & Steen)
From M&S cookies to Lidl croissants and Sainsbury’s bread, UK supermarkets are gaining a cult following for their in-store bakery selection.
One that doesn’t get mentioned enough though (probably due to the price), is Waitrose.
The retailer has a pretty strong selection of sweet treats in its bakery, but the range just got even better as they’ve added some of the most beloved items from a popular high street chain.
Ole & Steen, a Danish bakery chain founded by Ole Kristoffersen and Steen Skallebæk, set up shop in the UK in 2016 and has taken London and the surrounding area by storm ever since, selling everything from pastries to sandwiches, cream cakes and coffees.
But perhaps its most famous item is the Cinnamon Social, which for the first time ever, you can now buy at Waitrose.
The Cinnamon Social costs £4.25 at Waitrose (Picture: Waitrose)
What is Ole & Steen’s Cinnamon Social?
The classic Cinnamon Social sees a sweet soft dough pastry braided and filled with a mixture of vanilla custard and cinnamon paste. The whole thing is then topped with icing and cut into slices (although, you can buy a bigger version too).
There’s a plant-based Social for those who are vegan and a seasonal Maple & Pecan option which is drizzled in maple icing and covered in pecans.
Slices of both the Maple & Pecan Social and the Cinnamon Social are now available to buy in select Waitrose stores and you can also order them online.
@becomingaliBest pastry in London by farrr, sorry it’s no longer a secret #london #londonfood #pastry #oleandsteen
♬ original sound – Ali
On social media the Cinnamon Social has garnered serious praise, with people hailing it as ‘gorgeous’, ‘amazing’, ‘delicious’, ‘insane’ and ‘the best pastry in London’ in TikTok reviews.
One foodie, known as @becomingali, said: ‘I don’t care about M&S cookies, I don’t care about Tesco’s cinnamon buns, none of those things compare to Ole & Steen’s Cinnamon Social.
‘Oh my god, like my life expectancy went up the year I discovered this, because this is just pure joy. I could write essays, but I’m not going to. I feel like I’m doing enough just by ungatekeeping this. It’s insane.’
@tea.with.dThe cinnamon social is my favourite cinnamon baked good hands down. It has never disappointed me. I love that it stays moist and doesn’t dry up, I can even enjoy it a day later. • #teawithd #cinnamonsocial #oleandsteen #bakedgoods #bakery #foodreview #bestever
♬ Food – Densky9
Similarly Ari. S. Goldberg said Ole & Steen represents ‘everything right about Danish baking’ and claimed the Cinnamon Social is one of his ‘favourite breakfast pastries of all time’.
‘When it hits your mouth, there’s a burst of cinnamon,’ he says after taking a bite of one in a video. ‘The bread is so soft and chewy and that glaze is one of my favourite things.’
And @tea.with.d said she thought the Cinnamon Social ‘truly understands the assignment’.
https://www.instagram.com/p/DRUqJ9rCOyU/?img_index=1
She adds: ‘It is the best cinnamon pastry you will ever taste and I put my life on that.
‘The best thing about the Cinnamon Social is that it has this beautiful custard layer that keeps it lovely, rich, moist and sweet. This means that the pastry is never dry and it gives you that beautiful stodgy, comforting, warm feeling. I buy this every time I pass Ole & Steen and I’ve been meaning to try it with custard as I know it would elevate it to another level.’
What’s in the Ole & Steen range at Waitrose?
As well as these Social Slices, Ole & Steen has also launched its Signature Sharing Cinnamon Social Half in Waitrose, which is a bigger version of the pastry treat.
Shoppers can also buy Cardamom Buns and Chocolate Swirl pastries.
More Trending
-
McDonald's unveils Christmas menu with 'sensational' burger and Grinch 'adult Happy Meal'
Channel: Food Food 5 days ago By Courtney Pochin - Sainsbury's customers are obsessing over this 'amazing' £2.30 bakery item
- Our honest reviews of 2025 Christmas sandwiches from major UK supermarkets
- McDonald’s leaves mums ‘fuming’ as they confirm Happy Meal staple is being axed
The Chocolate Swirl is a Danish puff pastry swirl with a shortcrust base, chocolate, brown sugar and chocolate icing, while a Cardamom Bun is simply a cardamom dough bun dusted in cardamom sugar.
POLL PollWhich Ole & Steen treat are you most excited to try?
- Cinnamon SocialCheck
- Maple & Pecan Cinnamon SocialCheck
- Chocolate SwirlCheck
- Cardamom BunCheck
- I prefer savoury thingsCheck
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Your information will be used in line with our Privacy Policy
Speaking about the new range, Kate Rider, the patisserie and in store bakery buyer for Waitrose, said: ‘With their emphasis on quality, craftsmanship and respect for baking traditions, Ole & Steen complements and elevates our existing patisserie section.’
To give you an indication of prices, on Waitrose’s website the Cinnamon Social Slice is listed as £4.25, however it is currently out of stock.
Deals of the Day
Boots Black Friday deals are live – shop top offers on fragrance, gift sets and more!
I found the ultimate pair of loafers you don’t need to break in
Sick of shaving? This at-home device will save you hundreds on hair removal
Breakdown drama? There’s an app for that – and it gets you help in minutes
Emma is celebrating 10 years of better sleep with free bedding bundles worth hundreds!
Those keen to get their hands on the pastry might have better luck in a physical store.
Full list of Waitrose stores selling Ole & Steen bakes:
- Buckhurst Hill
- Holloway Road
- Brent Cross
- Whetstone
- East Sheen
- Kings Road
- Cobham
- Northwood
- Richmond
- Barnet
- Bloomsbury
- Beckenham
- Henley
- Finchley
- South Harrow
- Wokingham
- Gloucester Road
- Surbiton
- Marylebone
- Clerkenwell
- Dorking
- Guildford
- High Wycombe
- Twickenham
- Canary Wharf
- Newbury
- Sanderstead
- Kensington
- Farnham
- Bracknell
- Balham
- Barbican
- Bayswater
- Hersham
- Belgravia
Do you have a story to share?
Get in touch by emailing [email protected].
Arrow MORE: Tesco Clubcard holders issued urgent warning to act before £16,500,000 in vouchers expire
Arrow MORE: McDonald’s leaves mums ‘fuming’ as they confirm Happy Meal staple is being axed
Arrow MORE: Cadbury unveils brand new chocolate bar that’s unlike anything else they sell
Comment now Comments Add Metro as a Preferred Source on Google Add as preferred source The SliceYour free newsletter guide to the best London has on offer, from drinks deals to restaurant reviews.
Postcode ? DOB ? Email I agree to receive newsletters from Metro I agree to receive newsletters from Metro Sign UpSign UpThis site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Your information will be used in line with our Privacy Policy
