St Pierre brioche loaf

Source: St Pierre Groupe

St Pierre has secured its first listing with the Co-op and doubled the number of Tesco stores it supplies.

From 12 April, the firm’s Sliced Brioche Loaf will be sold in 210 Co-op branches (rsp: £2.99). 

The new listing comes as St Pierre increases its presence in Tesco stores. Its Brioche Hot Dog Rolls will be stocked in 401 stores, up from 201, while the brand’s Brioche Burger Buns, previously on sale in 200 stores will be sold in 550 stores. They join St Pierre’s 4 Seeded Brioche Buns, currently sold in 1,064 Tesco stores.

In February, St Pierre-branded brioche burger buns and hot dog rolls made their nationwide debut in Morrisons in mid-February.

“Research from the Shopper Insights & Behaviours Conference this year revealed that the BBQ season, as we traditionally know it, will be changed this year,” said Paul Baker, founder of St Pierre Groupe.

“Consumers won’t wait for the first bank holiday to get the grill out; the first sign of dry, mild weather will be enough to get shoppers stocking up. The uplift in distribution is proof that retailers are preparing to meet the surge in demand and testament to the hard work of our team in presenting data-led insights to secure new listings.”

Baker also added that retailers in the US were moving from a ‘good, better, best’ offer to a ‘good and best’ proposition.

“It’s likely that this squeeze of the ‘middle shelf’ will be replicated in the UK,” he added. ”After a year of lockdown and saving up, consumers are willing to pay a little extra for a quality product that will make their long-awaited reunions even more special – providing a fantastic opportunity for our brand and our retail partners”.

Last year, St Pierre Groupe doubled its headcount, surpassed £100m turnover and achieved double-digit growth for each of its three bakery brands – St Pierre, Baker Street and Paul Hollywood – the business said.

In an interview with British Baker in October 2020, Baker said the business was on track to achieve revenue of £150m by 2022.