St Pierre Secures New Listings In Multiples For Morning Goods

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 Namnews 9th August 2022

St Pierre has secured new distribution for its morning goods products with Tesco, Sainsbury’s and Asda.

The bakery brand will launch its latest new product, the Brioche Bagel, into Tesco stores from 5 September. The first-to-market product was launched by St Pierre in the US at the end of 2021 after growth in both the bagel and brioche markets prompted the innovation. St Pierre claims the product will reinvigorate the bagel sector in the UK, offering a lighter texture bagel to appeal to a broader audience and introduce new shoppers to the bagel format.

StPierre-Brioche-Bagel

Sainsbury’s is also capitalising on the growth in morning goods by launching St Pierre Brioche Swirls and Chocolate Chip Brioche Swirls into stores from September. Available in packs of six, the new listings mean that the retailer has launched five St Pierre SKUs this year alone.

Meanwhile, Asda will also expand its morning goods selection, adding St Pierre’s multipack of Pains au Chocolat and Croissants from September. Both products offer six individually-wrapped products which were recently reformulated and resulted in vegan-approved products.

Chris McLaughlin, Commercial Director at St Pierre Groupe, commented: “Our product quality is what sets our brand apart in an increasingly competitive landscape. These listings are recognition of the hard work that goes into producing quality products that meet shopper needs. Morning goods is driving the growth in the bakery category at the moment – and sweet treats is the catalyst. In the last year alone, sweet treats have grown 13% – adding £60m to the morning goods sector.

“According to latest Nielsen data (July 2022), Bagels is one of the few ‘traditional’ subsectors in morning goods which is also showing growth. As a business, we invest heavily in market research and data to ensure we stay ahead of the curve and can best advise our retail partners on how to maximise sales through product offering. These latest listings are testament to that and we’re looking forward to supporting the launches with increased marketing activity throughout Q4.”

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