St Pierre targets lunchtime opportunity with new sandwich roll duo

Premium bakery brand expands beyond traditional burger and hot dog occasions with two new lunchtime sandwich carriers

St Pierre, one of the UK’s leading premium bakery brands, is expanding into lunchtime occasions with the launch of Soft Pretzel Rolls and Mediterranean Herb Brioche Rolls, two new sandwich carriers designed to help retailers capitalise on changing consumer habits and growing demand for premium lunch solutions.

The launch marks St Pierre’s entry into the sandwich roll segment and supports the brand’s ambition to broaden usage beyond traditional burger and hot dog occasions. Lunch is already a significant growth opportunity for the brand, with lunch occasions growing 46 per cent year on year, driven by a 42 per cent increase in in-home lunches.^[1] Lunch now accounts for 27 per cent of all St Pierre occasion spend.^[2]

The opportunity extends beyond the brand itself. Worldpanel data values the UK lunch occasion at £26.4bn, while consumer behaviour continues to evolve. As shoppers move away from traditional sliced bread, one in five lunchtime sandwiches now features an alternative carrier such as a roll or bun, the highest level recorded in five years.^[3] Rolls themselves are also at a five-year high in terms of their share of lunch occasions.^[4]

Developed specifically to tap into this trend, the new range gives retailers an opportunity to bring greater variety, premiumisation and differentiation into the sandwich fixture while helping shoppers elevate everyday lunches without compromising on convenience.

St Pierre Soft Pretzel Rolls combine the distinctive flavour of a pretzel with a softer texture and the convenience of a pre-sliced format. Made in France, the rolls offer shoppers a simple way to bring something different to lunchtime.

St Pierre Mediterranean Herb Brioche Rolls pair the brand’s signature soft brioche with aromatic Mediterranean herbs, creating a flavour-led sandwich carrier suitable for a wide variety of hot and cold fillings.

Both products are HFSS compliant, pre-sliced for convenience and available in four-packs. Each roll weighs 67g, with an RRP of £2.50 per pack.

Alison Palmer, Head of Brand Development at St Pierre Groupe, comments:

“Lunch represents an exciting growth opportunity for St Pierre and a natural next step in our journey to broaden the occasions where shoppers can enjoy our products.”

“Consumers are increasingly looking beyond traditional sliced bread for formats that offer something a little more interesting, while still being quick and easy to prepare. Our Soft Pretzel Rolls and Mediterranean Herb Brioche Rolls bring premium taste, variety and versatility to the lunchtime occasion, making it easier for shoppers to elevate everyday lunches.”

“For retailers, the launch creates a clear opportunity to drive trade-up, bring greater differentiation and incremental value to the bakery fixture and support category growth, by offering shoppers something genuinely new within a high-value meal occasion.”

St Pierre Soft Pretzel Rolls are available now in 320 Tesco stores, 248 Asda stores and rolling into 320 Sainsbury’s stores from 14 October.

St Pierre Mediterranean Herb Brioche Rolls launched in 254 Asda stores from 14 September.

Both products have an RRP of £2.50 for a four-pack.