Baker Street, part of the St Pierre Groupe stable of brands, has secured a national listing with Sainsbury’s for its Seeded Rye Bread.
The loaf is now available in 230 Sainsbury’s superstores and Sainsbury’s Local stores across the UK as well as on the retailer’s website. The loaf, which has a rsp of £1.90, is described as a sliced rye bread with linseeds, barley flakes, sunflower seeds, and oat flakes.
Baker Street said the listing reflects the continued rise of rye bread among UK consumers, particularly as health-conscious shoppers increasingly seek out fibre-rich, high-protein alternatives to traditional loaves. The loaf boasts 8.3g of fibre and 7.1g of protein per 100g.
“This listing represents a step-change in Baker Street’s availability and a strong platform for future growth,” says James Sinker, senior national account manager at St Pierre Groupe. “Rye bread is resonating with health-conscious shoppers and we’re proud to be leading that trend with products that combine nutrition, quality and convenience.”
The rye bread category is now worth £6.7m, growing at 2% annually [Circana 52 w/e 19 April 2025]. The brand claims to be leading the charge, accounting for 90% of branded rye bread growth over the past year as its overall rye bread range has seen value sales increase 31% during the period.
Baker Street’s Seeded Rye and Rye & Wheat Breads are also available via Morrisons, Co-op, Nisa, and online with Ocado, providing shoppers with nationwide access to the brand’s long-life rye options. As of this month, the Baker Street Seeded Rye variant will also be made available in selected Asda Express stores.
St Pierre Groupe is also on a growth trajectory, with sales soaring by 44% and turnover surpassing £100m, according to the latest accounts available. It was bought by global bakery giant Grupo Bimbo in 2022 with its UK portfolio consisting of brioche specialist St Pierre, Baker Street, and Paul Hollywood brands.
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