St Pierre is expanding distribution for its comforting bakery goods, driving new audiences to the bakery aisles of the major supermarkets. Its latest win will see the brand stocked in-store and online with retail giant, Sainsbury’s. 

In January, Tesco increased store numbers stocking the products widening distribution to an additional 1855 stores and added St Pierre Brioche Seeded Burger Buns and 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.

From 26 May, Sainsbury’s will stock St Pierre Brioche Burger Buns (6 pack) in 350 stores and St Pierre Seeded Brioche Burger Buns (4 pack) in 202 stores, as well as making the products available online.

Paul Baker, founder of St Pierre Groupe, said: “St Pierre is all about elevating the everyday through quality bakery. Taste is key in bakery – purchase drivers start with the flavour and independent taste tests carried out in August last year placed our brioche burger buns ahead of competitors for texture, appearance and flavour. Retailers need brands who offer quality products because that’s what consumers want now, more than ever.

“As a brand, consumers trust us to provide easy inspiration – it’s a simple way to upgrade your meal to restaurant quality and we are driving that message through all our communications channels – whether it’s on pack or via social media.”