Pret a Manger has moved into grocery food retail for the first time with a three-strong bake-at-home croissant range.
The treats, which are being sold frozen in packs of six, have been launched in partnership with All About Food which helps take foodservice brands into grocery. The croissants rolled out across 700 Tesco stores, including ones in Birmingham, Bristol, Cardiff, and Glasgow, today [15 March].
Available in Chocolate Filled (rsp: £3.25), Classic All Butter, and Vegan (rsp:£3), the croissants are said to be ready to eat in under 30 minutes and retain the ‘flakiness that customers have come to expect’.
“With millions sold yearly, we know how much our customers love our croissants which is why I’m thrilled that we have been able to launch our new frozen range,” said Clare Clough, Pret A Manger UK managing director.
“Featuring three of our bestselling flavours, our teams have worked hard to ensure customers can get the same freshly baked taste they get in our shops, at home.”
Amy Merrington, assistant buyer at Tesco, added: ‘We at Tesco are delighted to introduce Pret’s first ever grocery food range. Croissants are our bestselling frozen pastry product but this range offers something unique – a taste of the much-loved Pret A Manger favourite. With the nation continuing to spend more time at home, we expect many have missed being able to enjoy freshly-baked treats with their morning coffee, so we’re thrilled to be able to now offer our customers exactly this in comfort of their own homes.”
The bake-at-home croissants are Pret’s second retail launch. It’s first was an at-home organic coffee range which went on sale last May via Amazon, Ocado, Waitrose and Sainsbury’s.
Pret said the move was part of its business transformation plan – a multichannel strategy which aims to bring Pret to more people. This included broadening its home delivery reach through partnerships with Deliveroo, Just Eat and Uber Eats as well as trialling click & collect in selected shops.
Dinners by Pret represents another prong of this strategy. The recently expanded evening meal menu, which is available from 13 shops across London, includes freshly baked pizza and garlic bread which are designed to be eaten at home.