Following a successful summer period, St Pierre has secured a ‘significant increase’ in its distribution with one of the UK’s largest supermarket chains.
From mid-September, St Pierre Brioche Burger Buns and St Pierre Seeded Brioche Burger Buns will increase listings by 44% and 11% respectively, with Sainsbury’s.
The news comes following a bumper summer season for the brand, where increased listings and marketing investment saw it take the title of UK’s number one burger bun brand. St Pierre, which is part of St Pierre Groupe, is on track to meet ambitious growth targets in the UK.
In January, Tesco increased store numbers stocking the products and added St Pierre Brioche Baguettes to its shelves. Then in February, Morrisons added St Pierre Brioche Burger Buns and St Pierre Brioche Hot Dog rolls both online and in-store.
Sainsbury’s launched the two burger bun SKUs at the end of May this year, with plans in place now to stock Brioche Burger Buns in more than 500 stores and Seeded Brioche Burger Buns in more than 220 stores nationwide.
Paul Baker, founder of St Pierre Groupe comments: “St Pierre is all about providing affordable quality. Taste is key in bakery and we are providing a product that is superior in taste, texture and flavour. Retailers need suppliers who offer quality products because that’s what consumers want now, more than ever.
“Moreover, as a brand, consumers trust us to provide easy inspiration. Brioche is a simple way to upgrade a meal and we drive that message through all our communications channels – whether it’s on pack or via social media.”
The brand plans to drive winter sales with seasonal packaging on two of its SKUs, engaging consumers with new recipe inspiration and removing ‘burger’ from some of its product names to encourage broader usage of the range.