Morrisons stocks shelves with St Pierre

St Pierre has managed to secure additional shelf space with major retailer Morrisons in time for the Christmas period, as it looks to appeal to UK shoppers with its range of brioche products.

From November, Morrisons will be adding St Pierre’s Brioche Bagels, Brioche Baguettes and Sliced Brioche Loaf to its shelves nationwide. St Pierre, which offers what it calls “affordable luxury” is well placed with its range of French brioche as shoppers look for ways to upgrade their Christmas offerings.

“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,” explained Jen Danby, Marketing Director at St Pierre Group.

“Consumers are routinely trading up on staples now – especially in bakery where 24 per cent 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,” she added.

St Pierre will be launching its seasonal packaging as a winter motif will feature on the packaging of its Seeded Brioche Burger Buns, Sliced Brioche Loaf and Brioche Vanilla Tear & Share products.

“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,” Jen Danby said.

St Pierre has reported double digit growth in the last 12 months, having secured listings with four big UK retailers in the last two years with plans to increase marketing spend in 2022 to help with brand awareness and growth.

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920

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