Brioche brand, St Pierre, is updating its packaging on core lines to inspire new consumers during a key sales period

The company is in the process of launching its seasonal packaging into stores nationwide, with new designs in place for its Sliced Brioche Loaf and six pack of Brioche Burger Buns.

St Pierre has added festive motifs across packaging on two of its key lines in the lead up to the festive season.

As well as updates to the packaging design, the on-pack copy, and recipe suggestions have been updated to resonate with consumers at a key time of year.

Paul Baker, founder of St Pierre Groupe – the company which owns the St Pierre brand, said: “Christmas is a key time of year for every food brand in the country. However, we have spent the past few years carving out a category for brioche in UK bakery fixtures and educating consumers on how versatile brioche can be.

“Last year, we launched our first consumer-facing campaign and developed a raft of recipes to inspire people to recreate festive favourites, elevated by brioche. Those recipes gained traction with our audience, helped to drive sales via in-store communications and consumer-facing PR and advertising, and as a result we’ve helped to establish brioche on the Christmas menus of millions.”

St Pierre Brioche Burger Buns have been renamed simply ‘Brioche Buns’ for the rest of the year and now feature a recipe to encourage consumers to use them in different ways, such as upgrade Boxing Day’s leftover sandwiches.

Baker continues: “Whilst our Brioche Burger Buns are brilliant with burgers, there’s a whole host of amazing dishes you can use them for and by changing the name on-pack, we’re helping consumers to embrace new ideas.”

Packaging for the Sliced Brioche Loaf has also been updated and the recipe now features festive Turkey, Brie and Cranberry Brioche toasties.

Last year, St Pierre brand sales increased by 15% in the four weeks to Christmas. It is hoped that this year’s updated packaging will provide additional on-shelf stand-out; once again supported by consumer-facing marketing including in-store communications, social media activity, PR and advertising to drive further uplift in brand sales.

Baker adds: “In the UK, we are experiencing growth in excess of 80% this year. The new packaging has been designed to catch the eye of new and lapsed customers and engage existing customers who are keen to see what the brand does next.”

Packaging with snowfall over the product window, snow heaped on the brand lettering, updated pack copy and temporary tagline to ‘Make Christmas Magnifique’ are now on shelves in Tesco, Sainsbury’s, Co-op and Morrisons stores too.