St Pierre, one of the UK’s leading premium bakery brands, is expanding into lunchtime occasions with the launch of Soft Pretzel Rolls and Mediterranean Herb Brioche Rolls.
The launch marks the brand’s entry into the sandwich roll segment and forms part of its strategy to broaden consumption beyond traditional burger and hot dog occasions.
Lunch is already becoming increasingly important for St Pierre, with lunch occasions up 46% year on year, supported by a 42% rise in in-home lunches. Lunch now accounts for 27% of all St Pierre occasion spend.
Worldpanel data values the wider UK lunch occasion at £26.4bn, while changing consumer habits are creating opportunities for alternative sandwich carriers. One in five lunchtime sandwiches now uses a format such as a roll or bun rather than traditional sliced bread, representing the highest level recorded in five years.
Alternative carriers gain ground
Developed to respond to this shift, St Pierre’s new products are designed to provide greater variety and premiumisation within the bakery and sandwich fixture.
St Pierre Soft Pretzel Rolls combine the distinctive flavour profile of a pretzel with a softer texture. Made in France, the pre-sliced rolls are designed as a convenient carrier for a range of lunchtime fillings.
Mediterranean Herb Brioche Rolls combine St Pierre’s soft brioche with aromatic Mediterranean herbs, providing a flavour-led option suitable for both hot and cold sandwiches.
Both products are HFSS compliant and supplied pre-sliced in packs of four. Each roll weighs 67g, with an RRP of £2.50 per pack.
Broadening the St Pierre occasion
Alison Palmer, Head of Brand Development at St Pierre Groupe, said: “Lunch represents an exciting growth opportunity for St Pierre and a natural next step in our journey to broaden the occasions where shoppers can enjoy our products.
“Consumers are increasingly looking beyond traditional sliced bread for formats that offer something a little more interesting, while still being quick and easy to prepare. Our Soft Pretzel Rolls and Mediterranean Herb Brioche Rolls bring premium taste, variety and versatility to the lunchtime occasion.”
Palmer added that the launch also gives retailers an opportunity to encourage trade-up, provide greater differentiation within the bakery fixture and generate incremental value from the growing lunch occasion.
