St Pierre launches Belgian waffles

Fast-growing UK-based bakery brand St Pierre has announced the addition of two new products to its growing range of premium European baked goods.

St Pierre Belgian Waffles with Butter and St Pierre Belgian Waffles with Chocolate Chips will launch into 360 ASDA stores across the UK from 25 September 2023, retailing at UK£3.50 for a pack of six.

The St Pierre Brand reported growing at 83% on last year and morning goods now represent 16% of its UK brand value versus just six percent last year. The launch marks the first multipack waffle product for the UK market though it successfully launched a similar product into the US market via Walmart at the end of last year.

“This product launch is exciting for us – it’s brand new to our product range and it’s a new format too, giving real on-shelf standout. More importantly, however, the quality of our Belgian Waffles is second-to-none,” commented Lauren Meadows, Head of UK Brands at St Pierre Groupe.

“St Pierre is all about elevating the everyday and waffles are not traditionally seen as a premium product. What we have managed to do, is offer a premium solution in a category that is growing at 14 per cent, but will no doubt be helped by the addition of an innovative new product.”

The new waffles are made in Belgium using real butter, Belgian chocolate chips, fresh yeast, whole eggs and Belgian sugar pearls to add authentic caramelisation and crunch found in traditional Liege waffles.

Ready to eat, the Belgian waffles are individually wrapped for easy on-the-go snacking.

“Waffle consumption increased in 2020 with the arrival of lockdown and greater demand for variety in breakfast and at-home snacking. Those consumers are still looking for elevated meals and St Pierre Belgian Waffles will appeal to the increased number of adults looking for indulgence,” added Meadows. “We’re offering a convenient product that’s versatile; perfect in savoury and sweet recipes whether at-home or on-the-go, and all without compromising on superior quality and fantastic taste – the benchmark of the St Pierre brand.”

Inspired by global foodservice trends St Pierre has noted increased usage in savoury meals and recipe ideas using dough-based waffles as sandwich carriers. These products aim to meet increased consumer demand among adults.

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Media contact

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

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