Baker Street, part of St Pierre Groupe, is launching its Stollen range into Tesco stores nationwide from September 7th. The new range is available in three SKUs: Apple Stollen Loaf (200g), Marzipan Stollen Loaf (200g) and Stollen Bites (275g).

The national listing with the retailer is a first for Baker Street, which has long been a staple in the convenience sector. However, the brand has enjoyed double-digit growth for three consecutive years and was worth £24.2mn at the end 2019, which has put it firmly on the radar of the major multiples.

The move into Stollen comes off the back of research identifying an opportunity for the brand. Founder of St Pierre Groupe, Jeremy Gilboy explains: “The Baker Street proposition has always been about ‘availability’ – for customers and consumers – providing fresh tasting bakery products so that you have what you want, when you want it.

“Our research showed that almost 50 per cent of consumers are buying Stollen over the Christmas period and eating it for various occasions, which is why we’ve introduced two different formats.”

In-house research carried out by St Pierre Groupe identified that while 53 per cent buy Stollen to enjoy with friends or family at home, 30 per cent actually buy it as a snack for themselves. Over half (51 per cent) said it was perfect for an impromptu afternoon snack.

Gilboy adds: “The Stollen range caters to these occasions, with loaves and Stollen bites which are perfect for snacking or sharing.”

Consumers also highlighted the attributes they were looking for in food and drink gifts, highlighting quality (65 per cent), authenticity (41 per cent) and attractive packaging (39 per cent) as key selling points.

Made to an authentic German recipe, Baker Street Stollen is packaged in a Christmas market-themed film, designed to offer on-shelf standout.

Gilboy continues: “Securing a Baker Street listing in Tesco is a fantastic achievement and will help drive further exposure for the brand. Year on year growth shows we’re up 34 per cent in value sales, which is as strong an argument as any that we are a must-stock for retailers nationwide.”

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