St Pierre Launches Premium Croissant Offering

The UK’s fastest growing bakery brand has added a new 2-pack All Butter Croissant to its range[1]

St Pierre has launched a two-pack of All Butter Croissants exclusively into Morrisons, extending its range in the breakfast sector to attract premium shoppers to the category.

The new product from the fastest growing brand in breakfast bakery boasts 30 per cent French-churned butter, as well as a larger serving size, for indulgent breakfasts at home.[2]

The exclusive launch into 236 Morrisons stores and 264 Morrisons Daily outlets is being supported with new POS including in-aisle signage and displays on in-store till screens, featuring the brand’s recently launched ‘Eat Avec Respect’ creative.

The launch also coincides with the return of St Pierre’s TV ad to screens from November 1^st across all major video-on-demand and subscription channels.

Lauren Meadows, Head of UK Brands at St Pierre comments, “Breakfast has the biggest value share of Bakery Occasions which is the only segment of bakery delivering both value and volume growth. Private label is in decline as shoppers are coming back to brands.[3]

“Within breakfast bakery, it is Croissants that are delivering the most value growth, growing at 17 per cent year on year. That’s why it makes perfect sense for the St Pierre brand – known for its authentic, quality products – to launch a premium offering. [4]

“Our All Butter Croissants deliver a larger eat than the competitive set with an impressively high percentage of French-churned butter. And, of course, the quality delivers a taste of Paris in every bite to help make breakfast magnifique.”

St Pierre is part of St Pierre Groupe, which recently became the UK’s third largest bakery supplier following a strong year of results for its lead brand. The St Pierre brand is delivering impressive growth for the bakery sector, bucking the category trend by achieving both value and volume growth of more than forty per cent.[5]

The brand launched its first above-the-line campaign onto TV screens this summer, showcasing its ‘Eat Avec Respect’ creative bringing its authentic, quality positioning to life with a bold new advertising campaign. The All Butter Croissants launch with an RRP of £2.30 and are available now, whilst the TV ad will be back on screens from early November.