St Pierre expands UK portfolio with Chocolate & Hazelnut Filled Croissants

Nov - Food Bev - Website Banner - TIJ vs TTO 300x250.gif

Access more as a FoodBev subscriber

Sign up to FoodBev and unlock more insights from the international food and beverage industry. Subscribers have access to webinars, newsletters, publications and more...

Subscribe now >

St Pierre is expanding its UK bakery portfolio with the launch of Chocolate & Hazelnut Filled Croissants, securing listings across four of the country’s major supermarket and convenience retailers.

The new six-pack product will reach more than 2,200 stores nationwide this autumn, giving the continental bakery brand a significant retail footprint as it targets demand for convenient premium bakery products.

The 45g croissants combine laminated pastry with a chocolate and hazelnut filling and are individually wrapped to support freshness and on-the-go consumption. Each six-pack carries an RRP of £2.50.

St Pierre is positioning the new croissants around two key bakery consumption occasions: breakfast and snacking.

According to the brand's consumer research, the product achieved an 86% appeal score and an overall preference score of 78%.

The research also points to potential demand beyond the traditional breakfast occasion. Sixty per cent of consumers surveyed said they would eat the croissants for breakfast, while more than half said they would choose them as an on-the-go snack.

The individually wrapped format is intended to support this versatility, allowing the product to be merchandised for both at-home consumption and portable snacking.

Gill Riley, global VP marketing at St Pierre Groupe, said the launch had been developed around the continued opportunities presented by breakfast and snacking.

She added that the combination of chocolate and hazelnut with the brand's premium positioning was designed to give retailers a proposition capable of driving consumption across multiple occasions.

The latest launch forms part of a wider innovation programme for St Pierre, which has been increasing its presence in the UK bakery market through new formats and expanded distribution.

Earlier this year, the brand introduced its Croissant Loaf and All Butter Croissant Rolls, extending its offering across breakfast and brunch occasions.