European bakery expert, St Pierre, launches into Sainsbury’s after successful Tesco and Morrisons expansion 

St Pierre is expanding distribution for its comforting bakery goods, driving new audiences to the bakery aisles of the major multiples. Its latest coup will see the brand stocked in-store and online with retail giant, Sainsbury’s.

The brand, which is part of St Pierre Groupe, has had a busy start to the year. In January, Tesco increased store numbers stocking the products widening distribution to an additional 1855 stores and added St Pierre Brioche Seeded Burger Buns and Baguettes to its shelves. Then in February, Morrisons added St Pierre Brioche Burger Buns and St Pierre Brioche Hot Dog rolls both online and in-store.

From May 26th, Sainsbury’s will stock St Pierre Brioche Burger Buns (6 pack) in 350 stores and St Pierre Seeded Brioche Burger Buns (4 pack) in 202 stores, as well as making the products available online.

Paul Baker, founder of St Pierre Groupe comments: “St Pierre is all about elevating the everyday through quality bakery. Taste is key in bakery – purchase drivers start with the flavour and independent taste tests carried out in August last year placed our brioche burger buns ahead of competitors for texture, appearance and flavour. Retailers need brands who offer quality products because that’s what consumers want now, more than ever.

“As a brand, consumers trust us to provide easy inspiration – it’s a simple way to upgrade your meal to restaurant quality and we are driving that message through all our communications channels – whether it’s on pack or via social media.”

St Pierre UK sales are up 53 per cent year on year which puts brand growth at five times the category average and it now boasts the UK’s biggest burger bun brand (Nielsen May 21). In the US, St Pierre is the number one brioche brand, even outpacing private label sales and the brand has big plans on both sides of the pond. Most recently, it featured on three US billboards in San Francisco, in support of its National Brioche Day.

Baker continues, “Consumers have become more exploratory in their tastes. Products that previously were confined to certain meal occasions are being used throughout the day. This is especially true of our brioche range which is versatile, but it’s also highlighting our morning goods range. All of our products benefit from extended-life, which means whether it’s morning goods or bakery staples, retailers can be confident that they can meet demand in line with unpredictable British shopping habits”.

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