Baker Street, the bakery brand from St Pierre Groupe, has grown by 34% to the end of May[i] this year compared with the same period last year. This follows an already impressive double-digit growth for three consecutive years, making the brand worth £24.2m to end of 2019.

Baker Street, is now the fastest growing sliced bread brand in the Impulse Top Ten, showing 80.2% growth, which takes it to the number seven slot[ii]. It is not just the sliced bread that is driving the brand’s growth, Baker Street Burger Buns are number two in the market, while the Mega Burger Buns also feature in the Top Ten[iii].

With 58% of adults being more concerned with reducing food waste than reducing packaging waste, Baker Street is ideally positioned to meet this trend. The brand’s products are not only cleverly packed to be fresher for longer but are also available in smaller pack sizes, which will help to reduce food waste.

By stocking Baker Street’s core range of ten best-selling products, retailers can achieve more sales and less waste. With 35 days’ minimum guaranteed life from delivery to depot, the brand can help ensure on-shelf availability and reduce the risk of wastage. The core Baker Street range includes Sliced White and Brown Loaves, Hot Dog Rolls, Burger Buns (Plain and Seeded), Soft White and Brown Rolls, Seeded Rye Bread, Rye & Wheat Bread and Multi Seed Deli Rolls.

Jeremy Gilboy, Founder, St Pierre Groupe, comments: “Baker Street is not only enjoying its third year of double figure growth but has also had an impressive year to date. This growth is predominantly coming from distribution gains and repeat sales of the Sliced White and Brown Loaves, however sales of its Hot Dog Rolls, Burger Buns and Sponge Flan Cases have also contributed to the success. Baker Street continues to go from strength to strength and is performing well ahead of the market, which makes it a must-stock for retailers.”

[i] St Pierre Groupe Internal sales data to 31.05.2020

[ii] Nielsen Sliced Breads Top 10, Impulse 52 weeks to 13.04.2019

[iii] Nielsen Hot Dog, Burger, Round & Finger Rolls, Total Market, 52 weeks to 24.08.2019

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