Moi by MD taps into Pistachio flavour trend with new Mini Beignet launch

Mademoiselle Desserts expands frozen bakery range to drive growth in the freezer aisle

Moi by Mademoiselle Desserts (Moi by MD), the premium frozen French bakery brand, is expanding its range of Mini Beignets with the launch of a new Pistachio flavour – designed to capitalise on the rising consumer demand for pistachio-based bakery and desserts in the UK^[i].

Fresh from France, the new Pistachio Mini Beignets deliver indulgent French flair with a convenience-led format. Each light and fluffy brioche-style beignet is filled with a smooth pistachio cream and finished with a dusting of powdered sugar. At under 120 calories each, the new variant offers a portion-controlled premium treat that delivers on both indulgence and permissible snacking – and builds on the success of the brand’s core flavours: Hazelnut & Cocoa, Speculoos, Apple, and Red Fruits.

Anthony Saison, Head of Category Insights & Customer Marketing at Mademoiselle Desserts, said: “Flavours like pistachio, tiramisu and matcha are growing rapidly in bakery, particularly among younger adults and premium shoppers. Pistachio also has strong foodie credentials and a highly visual presence on social media^[ii].  With the frozen dessert category continuing to grow, our new Pistachio Mini Beignets offer retailers a standout NPD opportunity in what remains an underdeveloped frozen treats segment.

“Our range brings something new and different to the freezer, consistently driving strong purchase intent, seen as more premium than traditional doughnuts, and offering consumers an authentic French alternative for everyday and special occasions.”

The Moi by MD range has already demonstrated incrementality in the frozen fixture, attracting new shoppers to the category and offering trade partners strong opportunity for cross-category promotional activations.

New Pistachio Mini Beignets are available now in an 8-pack from Ocado, RRP £3.50.