Brioche brand, St Pierre, has announced it has secured additional shelf space with major multiple retailer, Morrisons, in time to cater to festive shoppers looking to upgrade, Kennedy’s Bakery Production learns. From November, the UK’s fifth biggest retailer will add St Pierre’s Brioche Bagels, Brioche Baguettes and Sliced Brioche Loaf to shelves nationwide. 

The brand, which offers affordable luxury with its range of authentic, French brioche, is perfectly 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 will also be launching its seasonal packaging this month, with a winter motif featuring on the packaging of its Seeded Brioche Burger Buns, Sliced Brioche Loaf and Brioche Vanilla Tear & Share products. The festive packaging adds a little more theatre to the branding, with snow resting atop the logo and snowflakes falling around the product window, offering on-shelf stand-out. 

Danby continued: “The festive packaging updates worked well last year and that’s why we’re rolling the approach out across more lines for 2022. The design captures shoppers’ attention but we have also updated the on-pack recipe inspiration to demonstrate different usage ideas. Again, this feeds into the consumer perception of value; by demonstrating breakfast, lunch and dinner recipes – via themed images – we are communicating a ‘value’ proposition to shoppers.”

St Pierre has seen double digit growth globally in the last 12 months and in the last two years, it has secured listings with four of the UK’s biggest retailers and plans to increase marketing spend in 2022 to further fuel brand awareness and growth on both sides of the pond.

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Editor: Kiran Grewal