Seasonal gifting 2014 at Waitrose: flowers and food

Supermarket brand Waitrose previewed its seasonal food and gifting ranges for 2014 last week, including mallow hearts for Valentine's Day, Danish twists for Easter and frilly tulip bouquets with platters of Yumdoughs for Mother's Day.

Mother's Day flowers centre around the traditional bouquet, with a colour palette of apricot, pink and purple, and flowers sold in decorative pots and baskets that can be reused, giving the product a second life.

Mother's Day versions of the supermarket's popular Yumdoughs range - which is part yum-yum, part doughnut - will also be available, continuing the trend for hybrid pastries that began with the cronut.

Valentine's Day will include red sweetheart roses, heart-shaped chocolates and gingerbread couples.

Easter features yellow and orange bouquets, traditional cakes and Easter eggs, alongside innovations such as Easter crackers and a pastry that's a cross between a raisin twist and a Simnel cake.

Waitrose will also add to its Cook's Ingredients range, incorporating more Japanese and Middle Eastern ingredients in response to customer demand.