St Pierre Increases Presence In Morrisons

 Namnews, 24th November 2022

Leading brioche brand St Pierre has secured additional shelf space with Morrisons in time for the festive season.

The grocery retailer is rolling out St Pierre’s Brioche Bagels, Brioche Baguettes and Sliced Brioche Loaf to its stores nationwide.

The brand stated that it is ideally placed to drive festive sales as shoppers look for ways to upgrade their at-home menus this Christmas.

Jen Danby, marketing director at St Pierre Groupe, commented: “Morrisons has been really supportive of the St Pierre brand, understanding the points of difference that our products bring to the fixture. Whilst the launch of these three new products is timed perfectly for Christmas sales, all three will join our other branded items on shelf as a permanent, year-round listing, demonstrating the versatility of St Pierre across all meal occasions at any time of the year.

“Consumers are routinely trading up on staples now – especially in bakery where 24% of the value in rolls is now driven by premium offerings. Previously, shoppers were elevating their meals at home because they couldn’t travel or dine out. Now that the cost of living is on the up, consumers are still looking to treat themselves well at home.

“There’s a real opportunity for retailers to inspire shoppers and provide affordable luxuries, working with brands like St Pierre to ensure basket spend at a time when shoppers are economically-speaking, more discerning. It’s about delivering ‘perceived’ value. Most shoppers don’t assess value just from the price tag – especially in food purchases. They look at the quality, the authenticity, and the versatility of products across different meal occasions. That’s why St Pierre is performing so well, with more shoppers buying into the brand and sales up 72% on last year.”

St Pierre is also launching seasonal packaging, with a winter motif featuring on the packaging of its Seeded Brioche Burger Buns, Sliced Brioche Loaf and Brioche Vanilla Tear & Share products.