It's a roll over: Morrisons taps Charedi market with special range

Post-Pesach leaven sold like hot cakes. Now Stamford Hill store is extending kosher bakery range


Morrisons supermarket in Stamford Hill looks set to continue its kosher in-store bakes after its post-Pesach rolls were eagerly snapped up by local Charedim.

The branch ventured into new kosher territory in December when it offered cheap, freshly produced doughnuts for Chanukah.

And within an hour of Pesach ending on Saturday night, it was rolling out leaven for consumers, with finger rolls selling for as little as 50p for half-a-dozen.

On sale until Monday, these were manufactured under the personal supervision of Rabbi Akiva Osher Padwa, a locally based kashrut expert, who said another rabbi from the area had come up with the idea for the baking enterprise.

As for the future, he said this week: “I’m sure you will be hearing more.”

Morrisons in Stamford Hill is also offering special challot this Friday.

Known as “yellow matzot” by some, they are traditionally made the first Shabbat after Pesach and are either key-shaped or feature a key motif, symbolising that the gates of freedom remain open for a month until Pesach Sheni (the Second Pesach).

Morrisons store manager Zoran Koprivica said: “The success of our kosher doughnuts encouraged us to do the same with finger rolls. Customers are telling us they love them.

“We’d love to create more kosher products for festivals that are made by our specialists on our Market Street counters.”

Rabbi Padwa said the tie-up was “very positive from our point of view”.

The supermarket was motivated, he explained, by a wish “to pay something back to the community. They wanted to show they are appreciated.”

Morrisons stores will this week be carrying a range of pre-made Cohen’s kosher-manufactured bakery products including challot and yeast cake. They will be available in 11 branches including Canvey Island, where a number of Chasidic families have settled.


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