St Pierre launches first seasonal product

UK-based bakery brand St Pierre will launch its first-ever limited edition festive product with the release of its new Chocolate Brioche Wreath into stores.

The marbled brioche wreath will be available via ASDA from 23 October and in Morrisons stores nationwide from 25 October.

The latest product from the fast-growing brand combines its brioche with a smooth, indulgent chocolate filling. Presented in a wreath shape, the product has the potential to serve as a seasonal showstopper or topped and/or filled to elevate seasonal dishes at home.

Similar to the rest of the company’s brioche range, the product is made in France to a traditional recipe. The wreath was developed to cater to the growing demand for Christmas centrepieces seen last year across multiple categories including dessert, bakery, charcuterie and salads.

“As with any St Pierre initiative, the Chocolate Brioche Wreath is product development driven by insight. We carried out consumer research to test the concept back in April and the results were overwhelmingly positive,” explained Georgia Dales-Smith, Senior Brand Manager at St Pierre Groupe. “Since then, we’ve been busy ensuring the product meets the high standards for which the St Pierre brand is known – and is presented in a way that clearly communicates its usage and premium positioning.”

The ambient Chocolate Brioche Wreath features in St Pierre’s eye-catching orange packaging, with an added festive flourish in the form of ribbon and gift tag detailing. The wreath is also on display through a ‘packaging window’ to highlight its unique marbled appearance.

“This is St Pierre’s first-ever seasonal product and it stands apart from the rest of our regular range. The chocolate base appeals to different consumers and we are driving excitement for shoppers at a time when we know they are looking to elevate their everyday eating habits,” added Georgia.

Since 2018, the share of seasonal food and beverage launches in the bakery sector has risen by 18%, which St Pierre highlights as a key driver behind its product development.

The wreath has been packed upright to showcase it and the brand has also developed fixture displays to attract new shoppers in-store. Examples of these displays include featuring on St Pierre’s Eiffel Tower racks in Morrisons with the rest of the range.

According to Nielsen data from September 2023, St Pierre is up 84% on last year. The launch of the Chocolate Brioche Wreath closely follows the launch of two new waffle SKUs from the brand which launched into ASDA stores at the end of September and have since secured distribution via Morrisons.

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Media contact

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

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