St Pierre has secured a nationwide listing with Tesco for its 2-pack All Butter Croissants, marking a significant milestone for the fastest-growing brand in UK breakfast bakery. Initially launched last year exclusively into Morrisons, the new listing sees the brand’s premium croissants available to Tesco shoppers across the country with an RRP of £2.30.
The latest addition to Tesco’s bakery aisle reflects the continuing boom in the UK breakfast sector, where bakery occasions are fuelling growth[vii]. Breakfast remains the largest sector within bakery occasions, now worth over £1 billion, and croissants are leading the charge, currently delivering 17 per cent value growth year on year and contributing to a segment worth £140 million. Kantar data from June this year shows that growth in croissants is being driven by new shoppers entering the category – more than half of the population have bought a croissant in the last year.
St Pierre’s All Butter Croissants are designed to meet shopper demand for affordable indulgence and premium breakfast options. Made with 30 per cent French-churned butter and offering a larger serving size than the competitive set, they provide a taste of Parisian café culture at home.
The new listing supports St Pierre’s continued expansion as a leading brand in the continental bakery sector, a category that is one of the fastest-growing bakery segments. The home and hybrid working trend has further strengthened demand for elevated breakfast and brunch options, making this launch perfectly timed.
St Pierre is now the fastest-growing croissant brand in the UK top 10, as well as the fastest-growing brand in breakfast bakery[xi]. The brand’s value and volume are both up more than 25 per cent year on year.
Georgia Dales-Smith, head of UK brands at St Pierre Groupe, comments: “This listing supports the growth of our morning goods range. Breakfast is booming, and we’re proud to offer shoppers a premium option that meets the demand for indulgent yet accessible bakery products.
“Croissants are delivering the most value growth in breakfast bakery, and keeping pace with consumer trends through innovation remains at the heart of our strategy. This Tesco listing reflects both consumer demand and retailer confidence in the St Pierre brand. Despite only launching on-shelf in Tesco recently, St Pierre is the number one croissants brand in Tesco and fastest-growing in the retailer’s continental category.”
Despite ongoing economic pressures, UK shoppers continue to seek out premium, high-quality options that deliver affordable indulgence. St Pierre’s range of morning goods including brioche buns, rolls, and crepes is helping retailers drive spend and customer loyalty in the breakfast fixture.
The Tesco listing follows the success of St Pierre’s ‘Eat Avec Respect’ campaign, which combined authentic French style with British humour to strengthen brand engagement across TV, in-store, and digital platforms. The campaign returned this summer, reinforcing the brand’s premium credentials during a key period.
