In preparation for the upcoming festive season, Selfridges unveiled its biggest panettone yet – an 8kg centrepiece that can be served and shared with 100 guests.
This Really Big Panettone serves 100 guests and raises money for Centrepoint this Christmas.
All proceeds from the Selfridges Selection Really Big Panettone will go to Selfridges’ Christmas charity partner, Centrepoint, to fund housing and support for young people in the UK.
This Christmas, Selfridges is celebrating the power of food to bring us together through its theme: Season’s Feastings. Over the festive period, Selfridges will offer customers serving suggestions for setting up, dressing up, gift giving and merrymaking, as we come together with friends and family to enjoy cherished Christmas rituals.
Last year sales of panettone were +41% on 2020, as the sweet Italian bread soars in popularity, overtaking both Christmas cake and Christmas pudding. In 2021, Selfridges sold +75% more panettone than Christmas puddings, and 200% more than Christmas cake, as the panettone becomes a strong seasonal favourite.
This year, Selfridges presents seven panettone options, from the Really Big 8kg to a decadent Chocolate & Orange and a Vegan Classic. The Selfridges Selection Classic Panettone continues to be the bestseller, made with Madagascan bourbon vanilla beans, Italian honey produced deep in the volcanic terroir of the Euganean Hills, sultanas soaked in Moscato wine, free range eggs and fresh butter.
“Our 8kg panettone is the ultimate centrepiece for a festive party or get together. Inspired by our Christmas theme, Season’s Feastings, and the power of food in bringing people together, especially at Christmas, we wanted to create something to be shared and enjoyed by many, with the added benefit of raising money for our charity partner, Centrepoint, who do vital work to help homeless young people.” – Andrew Bird, Head of Food at Selfridges.
Funding for Centrepoint goes towards giving homeless young people a future, with the ultimate aim of ending youth homelessness by 2037. Selfridges will raise funds for the charity over the Christmas period with initiatives including proceeds from the panettone going to the cause and a ‘donate as you dine’ scheme giving customers the option to add £1 to their restaurant bill.
Selfridges Selection Really Big Panettone is available at Selfridges London and selfridges.com, 8kg, £300.