St Pierre, the UK’s fastest-growing continental bakery brand, is expanding its portfolio with the launch of St Pierre Chocolate & Hazelnut Filled Croissants, securing listings across Tesco, Asda, Sainsbury’s and Co-op.
The new six-pack SKU will reach more than 2,200 stores nationwide this autumn, providing retailers with a premium bakery proposition designed to capitalise on breakfast and snacking occasions.
Available now on promotional shippers in 387 Sainsbury’s stores and across 520 Tesco sites in the bakery aisle, the new croissants will also launch in 350 Asda stores from 14 September and 970 Co-op stores from 23 November.
Each 45g croissant combines light, flaky layers of laminated pastry with a smooth chocolate and hazelnut filling. The products are individually wrapped to support freshness, convenience and consumption on the go, while each six-pack has an RRP of £2.50.
Breakfast and snacking opportunities
The launch has been developed in response to demand for convenient, premium bakery products that can be enjoyed across different parts of the day.
Consumer testing recorded an 86% appeal score and an overall preference score of 78%. The research also highlighted the range of potential consumption occasions, with 60% of consumers saying they would eat the product for breakfast and more than half indicating they would choose it as a snack on the go.
Gill Riley, Global VP Marketing at St Pierre Groupe, said breakfast and snacking continued to present significant opportunities for bakery retailers.
“By combining a familiar and much-loved flavour pairing with the premium quality consumers expect from St Pierre, we’re giving retailers a proposition that can drive consumption across multiple occasions throughout the day,” she said.
“The consumer response has been incredibly encouraging, particularly the strength of appeal and the range of occasions for which consumers would use the product. From breakfast at home to snacks on the go, it offers retailers a versatile bakery proposition with broad consumer appeal.”
Riley added that securing listings across Tesco, Asda, Sainsbury’s and Co-op represented an important milestone for the business and would further strengthen St Pierre’s presence within the continental bakery category.
Broader portfolio expansion
The launch forms part of a wider programme of product innovation and distribution growth for St Pierre, following the introduction of its Croissant Loaf and All Butter Croissant Rolls earlier this year.
Together, the products are designed to extend the brand’s reach across breakfast, brunch, lunch and snacking occasions while introducing new formats and greater choice to the bakery fixture.
St Pierre is also increasing distribution across its sweet treats portfolio this autumn. From 14 September, St Pierre Brioche Swirls and Chocolate Chip Brioche Swirls will be available in more than 350 Asda stores.
From 23 November, St Pierre Brioche Swirls will also be stocked in 340 Co-op stores nationwide.
The six-pack Brioche Swirls combine soft, golden brioche with a creamy vanilla custard filling, while the Chocolate Chip Brioche Swirls add chocolate chips to the vanilla custard combination. Both products are individually wrapped, supporting convenience, freshness and consumption away from home.
The expanded listings strengthen St Pierre’s position across both continental bakery and sweet bakery, while giving retailers additional options for targeting shoppers seeking premium yet convenient breakfast and snacking products.
