St Pierre has announced new listings of its morning goods products in Asda, Sainsbury’s and Tesco.
The brioche specialist hopes the latest launches will further fuel year-on-year growth of 66%.
The brand’s Brioche Bagel will be available in Tesco stores from 5 September, following its launch in the US at the end of 2021. The product is designed to offer a lighter texture and appeal to a broader audience than a regular bagel while also introducing new shoppers to the bagel format.
Meanwhile, Sainsbury’s will be stocking St Pierre Brioche Swirls and Chocolate Chip Brioche Swirls in its stores from September. The products – sold in multipacks of six and individually wrapped – blend St Pierre’s lightly sweet brioche with a vanilla custard swirl.
Asda is also expanding its morning goods selection with the addition of St Pierre’s multipack Pains au Chocolat and Criossants from September. Also sold in packs of six and individually wrapped, the products were recently reformulated to become vegan-approved.
According to parent company St Pierre Groupe, St Pierre is now the fifth biggest brand in bakery, growing in value and volume ahead of the rest of the category in the last quarter due to increased distribution and new product launches.
Chris McLaughlin, commercial director at St Pierre Groupe, said the latest launches would be supported by increased marketing activity during the fourth quarter.
“Our product quality is what sets our brand apart in an increasingly competitive landscape,” McLaughlin said. “These listings are recognition of the hard work that goes into producing quality products that meet shopper needs.
“According to latest Nielsen data from July 2022, bagels represent one of the few ‘traditional’ subsectors in morning goods showing growth,” McLaughlin added. “As a business, we invest heavily in market research and data to ensure we stay ahead of the curve and can best advise our retail partners on how to maximise sales through product offering.”
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