St Pierre Launches Limited-Edition Spicy Chilli Brioche Buns for Summer Sales Opportunity

New seasonal SKU designed to drive premiumisation, frequency and fixture excitement this summer.

St Pierre, the UK’s number one brioche brand[ii], has expanded its best-selling range with a limited-edition Spicy Chilli Brioche Bun 4-pack, in major UK retailers now. Available through to the end of September, the seasonal SKU is designed to offer incremental sales during the summer peak, targeting consumers seeking restaurant-style indulgence at home. The new brioche buns blend St Pierre’s signature golden, soft, and decadent brioche with a gently spiced chilli flavour, meeting growing demand for bold, globally inspired foods. As savoury flavour innovation gains traction in bakery, the product provides a clear trade-up opportunity for retailers looking to add excitement to the fixture and respond to shopper appetite for heat and flavour fusion.

St Pierre’s Spicy Chilli Brioche Buns are available from Tesco, Morrisons, ASDA Sainsbury’s and Ocado backed with a 360-degree support plan featuring in-store activations, sampling, influencer marketing and consumer PR, alongside the return of the St Pierre “Eat, Avec, Respect” TV campaign. Georgia Dales-Smith, Head of UK Brands at St Pierre Groupe, comments: “We know that consumers are looking for more adventurous mealtime options, particularly during barbecue season. This launch allows retailers to capitalise on the shift toward spicy flavour profiles and elevate the role of brioche in savoury meal occasions.” Bakery occasions continue to drive growth for the bakery sector, up 5 per cent YoY and representing 41 per cent of the ambient bakery market[iii]. St Pierre is outperforming the sector, delivering 12 per cent[iv] of total bakery occasions growth and ranking as the fastest-growing top 10 bakery occasions brand in the UK[v].

During barbecue season alone, three St Pierre brioche buns were sold every second last summer[vi], highlighting the consumer appetite and seasonal opportunity for savoury brioche formats.

The new product benefits from St Pierre’s distinctive shelf-ready packaging, featuring flavour signposting and ‘Limited Edition’ messaging to support visibility and drive impulse purchase. The buns also share the brand’s extended ambient shelf life, helping retailers manage availability and reduce waste.