New Double Bay Woolworths goes viral over ‘bougie’ detail

A new supermarket selling “premium” grocery items has sparked nationwide envy after it went viral over one mind-boggling detail.

Woolworths has opened a “bougie” new supermarket in one of Sydney’s most affluent suburbs – with the store going viral over one eye-popping detail.

Double Bay’s Woolworths Metro opened its doors earlier this month, with the up-market store boasting a fresh pasta bar, cafe and in-house social enterprise bakery.

Posting a video tour of the supermarket to TikTok, @cass.xx.b said it “has to be the bougiest Woolworths in Australia”.

“When you walk in there’s a fresh bread section and all of this pick and mix whatever you want – lollies, crackers, nuts, chocolate. Lots of vegan, sugar-free options if you’re into that,” she said.

The store has a very aesthetically pleasing cafe. Picture: TikTok/@@cass.xx.b

There’s also a pick and mix section with different flavoured rice. Picture: TikTok/@cass.xx.b

The self-serve station also includes a section purely for rice, with wild rice and flavoured risotto options on offer.

As well as offering “premium” and “health and fitness” to-go meals, there was also a chilled drinks area which @cass.xx.b described as the “section of dreams, there was so much choice”.

“They also had a coffee shop, we got a coffee it was good but it was also $5.50 a cup which is quite a lot,” she said.

Sydney food blogger @adrianwidjy also visited the new Woolies, filming its chocolate section where he pointed out a detail that makes it clear this is no ordinary supermarket.

“You know you’ve arrived at bougie suburbs when you see this,” he said, showing how a range of vegan truffle chocolates were being sold for $98.90/kg, vegan chocolate for $76/kg and coconut sweet treats for $47.50/kg.

It also has a range of chocolates, including vegan and sugar-free options. Picture: TikTok/@adrianwidjy

Although some people were shocked to see the prices of some of the chocolates. Picture: TikTok/@adrianwidjy

Both videos have since gone viral, prompting a bit of supermarket envy from other shoppers.

“What the hell? I want that Woolies,” one person wrote.

“Struth, my Woolies don’t supply any of that,” another said.

“That is the pick and mix of my dreams,” one wrote.

“Oh my god, I’m going to visit this Woolies, that’s awesome,” another commented.

But some viewers were a tad stunned by the idea of supermarket chocolate costing nearly $100/kg (even though in fairness you would have to be buying a lot of chocolate to hit the 1kg mark).

“Double Bay, double pay,” one joked.

“Why is it so expensive?” another commented.

The new Metro is located downstairs from the Woolworths Double Bay Supermarket and offers an array of premium and to-go products, as well as giving back.

The supermarket is also home to a social enterprise bakery. Picture: Dallas Kilponen/Woolworths

Double Bay Metro is home to The Bread & Butter Project, a full-production bakery that is also a social enterprise.

All the profits generated by The Bread & Butter Project will fund training programs and employment pathways for refugees and asylum seekers who want to train and become bakers.

The Bread & Butter Project will also eventually supply seven other nearby Woolworths Metro stores with bakery products.

The store is also selling premium floral arrangements, has a dessert bar featuring 15 Toscano desserts, an extensive health food and organic range by Macro Wholefoods Market, and fresh pasta by Pastabilities.

It has a refill station for cleaning products. Picture: Dallas Kilponen/Woolworths

“The store has been ranged with custom groceries to fit the needs of the Double Bay community along with a small mix of pantry staples,” Woolworths Metro general manager Justin Nolan said.

“Our Double Bay customers are socially and environmentally conscious, so we’re thrilled for them to experience the delicious artisan bread from Bread & Butter Project that supports refugees and asylum seekers, and also introduce a refill station for Macro cleaning products, a first for NSW, helping customers save money while also reducing plastic.”