Baker Street announces 78 per cent uplift in major multiples after successful first quarter[1]
Baker Street is a brand in growth, after the first quarter of 2023 saw extended distribution of its Mega Burger Buns and Jumbo Hot Dog Rolls through ASDA stores nationwide.
The addition of the two lines to ASDA’s existing Baker Street selection, along with sales through Tesco of its Burger Buns and Hot Dog Rolls range means that the brand is experiencing 78 per cent growth in the UK major multiples.
Baker Street, which is part of St Pierre Groupe is now growing at 13 per cent in the wider rolls category, adding significant value in the last 12 weeks according to ‘total coverage’ data from Nielsen. The extended distribution shows impressive growth of 56 per cent for its Mega Burger Buns and 55 per cent for its Jumbo Hot Dog Rolls. [2]
Rachel Wells, UK Sales Director, St Pierre Groupe, comments, “As we move into BBQ season, we would expect a natural uplift in sales of burger buns and hot dog rolls. However, as shoppers continue to feel the impact of rising prices, anything that delivers on ‘bigger product, better value’ carries appeal.
“Baker Street offers quality bakery staples – including extra large versions – that cater to consumer demand for making ‘favourites’ at home. The Mega and Jumbo range also cater to the trend for ‘Americana’ which is increasingly moving from an out-of-home menu regular, to an at-home restaurant recreation – something else on the rise as consumers adapt to increases in the cost of living.”
The news comes as the brand has announced new distribution on its Seeded Rye loaf via almost 800 stores. This is the first listing in UK multiple grocery for the brand’s sliced loaves and represents a shift in consumer attitudes to extended life products.
Wells continues, “All Baker Street products are cleverly packed to stay fresher for longer. As a brand, we have moved this claim to front of pack after research showed that consumers – who are increasingly conscious of food waste – see shelf life as part of the value proposition. Extended life is also vital for retailers looking to cut down on wastage, too, so Baker Street products offer an ideal solution.
“This is particularly true in the summer months when retailers run the risk of trying to forecast in line with the great British weather. Baker Street means that retailers have the products shoppers want on shelf when they want them – and aren’t throwing stock away and wasting profits, when the weather causes BBQs and street parties across the country to be cancelled.”
The Baker Street range includes burger buns and hot dog rolls, sliced loaves and a seasonal Christmas range which has increasingly gained popularity – and distribution – since its launch in 2020.
[1] Nielsen Grocery Mults L12 weeks to 11th March 2023
[2] Nielsen Total Coverage L12 weeks to 11th March 2023
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