St Pierre secures Morrisons listing for buns and rolls

St Pierre secures Morrisons listing for buns and rolls

Bakery business St Pierre Groupe has announced listing of its St Pierre-branded brioche burger buns and hot dog rolls in Morrisons stores nationwide.

The supermarket will also sell the company’s Paul Hollywood Ready-to-Bake Crusty Rolls. The products will be available in-store and online from Morrisons from the middle of February.

The announcement of the listings has coincided with St Pierre Groupe confirming its turnover exceeded £100m in 2020. The company also says St Pierre UK sales are up 47% year-on-year.

“The new listing with Morrisons is further proof that our focus on quality branded propositions really works,” said Paul Baker, founder of the St Pierre Groupe.

“Our aim now is to continue using our insight to drive distribution in the UK. It’s a difficult time for so many businesses and we do realise how fortunate we are. That’s part of the reason we are committed to working tirelessly to make the most of the opportunity.

“There’s real momentum for all three of our brands at the moment – globally St Pierre is up 46%, Baker Street 27% and Paul Hollywood 71%,” he said.

St Pierre Groupe also doubled its headcount in 2020, adding 33 new staff to its team. Baker is confident the business will continue to grow despite the pandemic.

“Retailers need suppliers who offer quality products because that’s what consumers want now, more than ever,” he said.

“As a brand, consumers trust us to provide easy inspiration – it’s a simple way to upgrade your meal to restaurant quality and we are driving that message through all our communications channels – whether it’s on pack or via social media.”

Read International Bakery’s full big interview with Paul Baker here.



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Media contact

Kiran Grewal
Editor, International Bakery

Tel: +44 (0) 1622 823 922


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