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St Pierre is expanding its breakfast bakery portfolio with the launch of St Pierre Croissant Loaf, a hybrid bakery format designed to capture growing demand for elevated at-home breakfast and brunch experiences.

Available from April 2026, the new product combines the convenience of a pre-sliced loaf with the light, flaky texture and buttery flavour associated with traditional croissants.

Positioned as a versatile breakfast and brunch option, the Croissant Loaf is pre-sliced for convenience and designed for a range of uses, from simple toast toppings to more elevated dishes.

The launch reflects a broader trend towards hybrid bakery formats, which are increasingly being used to bring innovation and differentiation to established categories.

According to the company, the product offers shoppers an accessible way to “trade up” from standard bread, supporting premiumisation within everyday breakfast occasions.

Breakfast remains the largest occasion within bakery, with consumers showing increased willingness to spend on higher-quality products that replicate out-of-home experiences.

Gill Riley, Global VP Marketing at St Pierre Groupe, said: "Morning goods are booming and we’re continuing to strengthen our breakfast and brunch portfolio with exciting, premium NPD. Hybrid formats are driving engagement in bakery, giving shoppers new ways to enjoy everyday staples.”

She added that the Croissant Loaf is expected to not only add value to the fixture but also attract new shoppers and increase usage through more premium breakfast occasions.

The launch also aligns with consumer demand for newness in bakery, with research indicating that a majority of UK shoppers are interested in more globally inspired baked goods and pastries.

By introducing a novel format, St Pierre is aiming to create incremental growth opportunities for retailers while reinforcing its position in the premium segment.

The brand is already the fastest-growing croissant player in the UK, and the new product extends its strategy of bringing French-inspired bakery formats to a wider audience.

The St Pierre Croissant Loaf is available now in Sainsbury’s, with wider distribution rolling out to Tesco and Asda from June.

Each pack contains 10 slices and carries a recommended retail price of £2.85, targeting both family households and smaller shoppers.