St Pierre Launches Category-First All Butter Croissant Rolls

The fastest-growing continental bakery brand^[1] expands its portfolio with new format designed to drive premium breakfast, brunch and lunch occasions

St Pierre is continuing to strengthen its continental portfolio with the launch of its All Butter Croissant Rolls, available exclusively in Tesco stores nationwide.

The new launch builds on St Pierre’s growing momentum in bakery occasions, as shoppers continue to seek premium, versatile bakery products that elevate everyday meals. As shoppers continue to move away from traditional sliced bread, the All Butter Croissant Rolls have been developed to help retailers tap into demand for accessible indulgence, convenience and café-style experiences at home.

Inspired by the best patisseries in France, St Pierre All Butter Croissant Rolls bring a modern twist to traditional bakery. The eye-catching,  product combines the light, flaky texture and rich flavour of a croissant with the versatility of a roll, creating a standout format that is ideal for breakfast, brunch and beyond.

Available in a convenient two-pack, the launch is ideally positioned to meet the needs of smaller households and drive spend within the fixture, while giving shoppers a simple way to trade up from standard bakery staples. The rolls can be enjoyed warmed, filled or topped, making them suitable for a range of sweet and savoury dishes.

Consumer research points to strong demand for the launch, with 75 per cent appeal, 79 per cent uniqueness and difference, and 79 per cent brand fit^[2], highlighting the product’s potential to attract new shoppers into the fixture and drive value.

Gill Riley, Global VP Marketing at St Pierre Groupe, comments: “Bakery occasions is the segment driving growth in bakery, offering more opportunity for St Pierre and our retail partners to bring new shoppers into the category, as they look for products that make everyday meals feel that little bit more special.

“St Pierre All Butter Croissant Rolls are a perfect example of how we are bringing innovation to the fixture. They combine the indulgence and quality associated with continental bakery, with the convenience and versatility shoppers are looking for. The format is new, exciting and easy to use, giving consumers a simple way to elevate meals at home.

“As the fastest-growing croissants brand in the UK^[3], we are continuing to invest in formats that bring new shoppers into the category, drive excitement at shelf and help retailers unlock further value from premium bakery.”

The launch forms part of St Pierre’s wider focus on breakfast, brunch and lunch for 2026, following the introduction of its Croissant Loaf earlier this year. Together, the launches extend the brand’s premium continental offering and reinforce its commitment to bringing versatile new formats to the bakery aisle.

St Pierre All Butter Croissant Rolls are available now in Tesco stores nationwide, with an RRP of £2.30 for a two-pack.