St Pierre Groupe range

St Pierre Groupe has extended its range with two croissants to tap into the coffee-at-home trend.

Individually wrapped, the Butter Croissants and Chocolate Filled Croissants are available for an rsp of £1 each.

The croissants join its Brioche Waffle, Millionaires Waffle, Caramel Waffle and Pain au Chocolat, which rolled into Tesco stores in May.

Moving away from the on-the-go trend, St Pierre is looking to tap into coffee shop experiences at the home.

Lockdown brought the closure of almost 26,000 UK coffee shops, according to research firm Allegra.

“The expansion of our range is, as ever, in answer to market demands. In-store bakery sales have declined along with many other sectors as a result of Covid-19. With heightened concerns around hygiene, our retail partners are asking for individually wrapped morning goods, and specifically croissants,” said Chris McLaughlin, commercial director at St Pierre Groupe.

Home value sales of hot beverages jumped more than 13% in the 12 weeks to 12 July, according to data firm Kantar.

“Conversations with our customers gave us the insight to bring new products to market that deliver what customers are looking for. Consumption habits have changed; people are less likely to head to the café for their usual morning fix. Those occasions have moved elsewhere, but that doesn’t mean that we can’t help people recreate the café culture they love, at home,” he added.

Premiumisation is a trend to be replicated in multiple markets as the UK heads into a recession, said founder Paul Baker.

“Having been through a recession in 2008, we know it’s important that premium brands don’t shy away from quality. Consumers will ‘trade up’ like they did 12 years ago. Having less to spend makes shoppers slightly more discerning. The reality is that people will continue looking for ways to treat themselves well, at home, because they miss the luxuries of dining out or travelling.”

The new croissants are available now at selected Tesco, Sainsbury’s, WH Smiths and convenience stores nationwide.