With lockdown easing, consumers are finally able meet family and friends outside again, and with National Picnic Week taking place this month, now is the perfect time for retailers to maximise the picnic occasion. St Pierre, which offers consumers a delicious and easy way to trade up their picnics, is urging retailers to stock up on their popular brioche bakery items ahead of National Picnic Week and beyond, as alfresco eating is set to continue to be a major feature of the summer.

As the UK’s number one brioche burger bun brand1, St Pierre offers consumers simple indulgence and a versatile carrier for trading up any outdoor eating occasion. Made in France with a rich Parisian heritage, St Pierre has a premium offering of authentic bakery goods and is growing rapidly, up 34% year on year2. The St Pierre brioche range includes Brioche Burger Buns (plain and seeded), Brioche Hot Dog Rolls, Soft Brioche Baguettes (all pre-sliced for convenient use), Sliced Brioche Loaves and Brioche Swirls. The rich, buttery taste, yet lightly textured golden brioche products can be perfectly partnered with both sweet and savoury picnic staples, such as cheeses, cooked meats, pates and chutneys, and even jam and cream for an English picnic with a French twist.

As consumers look to spend more time outside with friends and family, National Picnic Week is the perfect opportunity for retailers to encourage consumers to trade up from their traditional picnic fare. The advantage of brioche is that it enables consumers to elevate their picnics very simply and its versatility means it can be enjoyed in so many different ways.

The St Pierre range also offers a generous shelf life and is therefore available to consumers as and when they need quality bakery products, making them a store cupboard saviour. Due to the unpredictable weather, picnics can often be quite impromptu, so the range helps minimise waste should the sun not shine.

Jeremy Gilboy, Founder, St Pierre Groupe comments: “We’re anticipating a big summer for picnics as people look to spend more time outside with friends and family as the lockdown is slowly lifted. Retailers should make sure they capitalise on this potential by stocking up on items that allow consumers to elevate their picnic experience by offering alternative and special bakery items like brioche, as well as encouraging cross-purchasing by displaying brioche alongside a range of fillings and other alfresco dining ingredients.”

This spring, St Pierre revealed an exciting new look, which is designed to celebrate its rich French heritage. The brand refresh retains the familiar orange colour but with a new eye-catching logo and pack and SRP design, for maximum stand out on shelf. The brand refresh has been rolled out across St Pierre’s Brioche range and their ‘On-the-Go’ range.

The St Pierre brioche range is available from the bakery aisle in Tesco Supermarkets and Convenience Stores nationwide.

The full range of brioche products includes Brioche Burger Buns (6-pack) RRP: £2.49, Brioche Burger Buns with Sesame Seeds (4-pack) RRP: £2.19 , Brioche Hot Dog Rolls (6-pack) RRP: £2.19, Soft Brioche Baguettes (4-pack) RRP: £2.29, Sliced Brioche Loaf RRP: £3.29, Brioche Swirls (6-pack) RRP: £2.39, Brioche Swirls with Chocolate Chips (6-pack) RRP: £2.49, Brioche Rolls (8-pack) RRP: £2.19, Brioche Rolls with Chocolate Chips (8-pack) RRP: £2.29, Tear & Share Brioche RRP: £3.59.

For more information please visit www.stpierrebakery.co.uk or www.facebook.com/StPierreBakeryEurope and www.instagram.com/stpierreeurope

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