St Pierre launches category-first Croissant Loaf

The fastest-growing continental bakery brand^[1] expands its morning goods offering with a unique hybrid format set to bring new shoppers into the fixture

St Pierre is set to drive further growth in the UK breakfast bakery category with the launch of its latest innovation – St Pierre Croissant Loaf – available from April 2026.

Building on strong momentum in the breakfast occasion, the launch taps into growing demand for premium, versatile products that elevate everyday eating. Breakfast remains the largest bakery occasion^[2], with shoppers increasingly seeking high-quality options that deliver café-style experiences at home.

As the fastest-growing croissants brand in the UK^[3], St Pierre continues to lead the way in bringing innovation to the fixture. The Croissant Loaf introduces a category-first hybrid format, combining the familiarity of a sliced loaf with the light, flaky texture and rich flavour of traditional croissants.

Gill Riley, Global VP Marketing at St Pierre Groupe, comments “Morning goods are booming and we’re continuing to strengthen our breakfast and brunch portfolio with exciting, premium NPD. Hybrid formats are driving engagement in bakery, giving shoppers new ways to enjoy everyday staples.

“The Croissant Loaf offers a simple way for consumers to ‘trade up’ from standard toast, elevating breakfasts and brunches at home. As a category-first, it will not only add value but also bring new shoppers into the fixture and drive increased usage through more ‘special’ breakfast occasions.”

Pre-sliced for convenience, the Croissant Loaf is designed to meet demand for both ease and indulgence. Its versatile format makes it ideal for everything from simple toast toppings to more elevated brunch dishes, helping retailers tap into the growing trend for premium at-home dining.

The launch also responds to strong shopper appetite for newness within bakery, with Mintel research showing that 60 per cent of UK bakery shoppers would like to see more global baked goods or pastries. By introducing a unique format to the category, St Pierre is well positioned to deliver incremental value and differentiation at shelf.

The Croissant Loaf will be available to UK retailers from April 2026 (RRP £2.85), with each pack containing 10 slices, making it suitable for both families and smaller households.

The launch will be supported by continued investment in marketing and in-store activation, with the brand’s ‘Eat Avec Respect’ campaign running alongside the new launch and reinforcing its position as a leading premium bakery brand in the UK.

With breakfast occasions continuing to grow and shoppers increasingly willing to trade up for quality, the Croissant Loaf represents a significant opportunity for retailers to drive value, attract new shoppers and reinvigorate the bakery fixture.

The St Pierre Croissant Loaf will be available now in Sainsbury’s stores and from June will be in Tesco and ASDA stores nationwide, with an RRP of £2.85.