St Pierre, the UK’s fastest-growing continental bakery brand, is expanding its portfolio with the launch of St Pierre Chocolate & Hazelnut Filled Croissants, securing listings across Tesco, Asda, Sainsbury’s and Co-op.
The new six-pack SKU will reach more than 2,200 stores nationwide this autumn, providing retailers with a premium bakery proposition designed to tap into breakfast and snacking occasions.
Available now on promotional shippers in 387 Sainsbury’s stores and across 520 Tesco sites in the bakery aisle, the brand’s latest croissant innovation will also be available in 350 Asda stores from 14 September and 970 Co-op stores from 23 November, giving the launch significant national distribution.
Developed to help retailers capitalise on growing demand for convenient, premium bakery products, the new offering combines light, flaky layers of laminated croissant pastry with a smooth, rich chocolate and hazelnut filling, in an individually wrapped format designed for freshness and convenience.
Each pack contains six 45g croissants and has an RRP of £2.50.
Consumer testing points to strong demand for the launch, with the product achieving 86 per cent appeal and an overall preference score of 78 per cent. The research also highlighted the breadth of occasions available to retailers, with 60 per cent of consumers saying they would eat the product for breakfast, while more than half would eat it as a snack on the go.
Gill Riley, global VP marketing at St Pierre Groupe, comments: “Breakfast and snacking continue to offer significant opportunities for bakery retailers and this launch has been developed with those occasions firmly in mind. By combining a familiar and much-loved flavour pairing with the premium quality consumers expect from St Pierre, we’re giving retailers a proposition that can drive consumption across multiple occasions throughout the day.
“The consumer response has been incredibly encouraging, particularly the strength of appeal and the range of occasions for which consumers would use the product. From breakfast at home to snacks on the go, it offers retailers a versatile bakery proposition with broad consumer appeal.
“Securing listings across Tesco, Asda, Sainsbury’s and Co-op is also an important milestone for the brand, further strengthening St Pierre’s presence within continental bakery and supporting our ambition to bring more premium bakery occasions to UK shoppers.”
The launch forms part of a broader programme of innovation and distribution growth for St Pierre, following the introduction of its category-first Croissant Loaf and All Butter Croissant Rolls earlier this year. Together, the launches are extending the brand’s reach across breakfast, brunch, lunch and snacking occasions, while bringing new formats and additional choice to the bakery fixture.
St Pierre is also increasing distribution across its sweet treats portfolio this autumn. From 14 September, St Pierre Brioche Swirls and Chocolate Chip Brioche Swirls will be available in more than 350 Asda stores.
From 23 November, St Pierre Brioche Swirls will also roll into 340 Co-op stores nationwide. The six-pack Brioche Swirls combine soft, golden brioche with a creamy vanilla custard filling, while the Chocolate Chip Brioche Swirls pair vanilla custard with chocolate chips. Both products are individually wrapped for convenience, freshness and snacking on the go.
