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UK’s leading brioche brand launches Chocolate Brioche Wreath

St Pierre Bakery, the UK’s fastest-growing bakery brand[1], will launch its first ever limited-edition festive product with its new Chocolate Brioche Wreath.

The marbled brioche wreath will be available via ASDA from October 23rd and in Morrisons stores nationwide from October 25th.

The latest innovation from the rapidly-growing brand combines its authentic brioche with a smooth, indulgent chocolate filling. Presented in a wreath, the product is ready to serve as a seasonal showstopper or topped and/or filled to further elevate seasonal dishes at home.

Similarly, to the rest of St Pierre’s brioche range, the product is made in France to a traditional recipe. The wreath has been developed to cater to the growing demand for Christmas centrepieces seen last year across multiple categories including dessert, bakery, charcuterie and salads. Made in a wreath design, the product is perfect for pulling apart and sharing with friends and family.

Georgia Dales-Smith, Senior Brand Manager at St Pierre Groupe comments, “As with any St Pierre initiative, the Chocolate Brioche Wreath is product development driven by insight. We carried out consumer research to test the concept back in April and the results were overwhelmingly positive.

“Since then, we’ve been busy ensuring the product meets the high standards for which the St Pierre brand is known – and is presented in a way that clearly communicates its usage and premium positioning.”

The ambient Chocolate Brioche Wreath features in St Pierre’s eye-catching orange packaging, with an added festive flourish in the form of ribbon and gift tag detailing. The wreath is also on display through a ‘packaging window’ to highlight its unique marbled appearance.

Dales-Smith continues, “This is St Pierre’s first-ever seasonal product and it stands apart from the rest of our regular range. The chocolate base appeals to different consumers and we are driving excitement for shoppers at a time when we know they are looking to elevate their everyday eating habits.”

Since 2018, the share of seasonal food and beverage launches in the bakery category has risen by 18 per cent[2] which St Pierre highlights as a key driver behind its product development.

The product has been packed upright to showcase the product and the brand has developed fixture displays to further attract new shoppers in-store. The product will be merchandised in the seasonal aisle in ASDA stores and in Morrisons, will feature on St Pierre’s iconic Eiffel Tower racks with the rest of the range.

The brand is also bringing back its festive packaging for the season, with snowfall appearing on various brand elements (including the Eiffel Tower) and a snowflake motif across the packaging of its Sliced Brioche Loaf. The on-pack photography will also be updated on the Brioche Loaf to highlight festive usage.

St Pierre is up 84 per cent on last year, according to Neilsen data from September 2023, with new distribution achieved through the UK’s major multiple retailers. The launch of the Chocolate Brioche Wreath closely follows the launch of two new waffle SKUs from the brand which launched into ASDA stores at the end of September and have since secured distribution via Morrisons.

[1] Nielsen, L52 weeks to 3rd June 2023

[2] Innova Database, CAGR 2018-2022

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