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UK bakery brand St Pierre has announced the launch of two new products in its range of premium European baked goods. The new products, St Pierre Belgian Waffles with Butter and St Pierre Belgian Waffles with Chocolate Chips, are said to be “the first multipack waffle product for the UK market”. The waffles are made in Belgium, following an authentic and traditional recipe that uses real butter, Belgian chocolate chips, fresh yeast, whole eggs and real Belgian sugar pearls, to add an “authentic caramelisation and crunch found in traditional Liege waffles”. The waffles are ready to eat and are free of any artificial colours or preservatives. They are individually wrapped for easy on-the-go snacking, making them versatile for multiple meal occasions. Lauren Meadows, head of UK brands at St Pierre Groupe, said: “This product launch is exciting for us – it’s brand new to our product range and it’s a new format too, giving real on-shelf standout. More importantly, however, the quality of our Belgian Waffles is second-to-none. St Pierre is all about elevating the everyday and waffles are not traditionally seen as a premium product. What we have managed to do, is offer a premium solution in a category that is growing at 14%, but will no doubt be helped by the addition of an innovative new product.” Meadows continued: “Waffle consumption increased in 2020 with the arrival of lockdown and greater demand for variety in breakfast and at-home snacking. Those consumers are still looking for elevated meals and St Pierre Belgian Waffles will appeal to the increased number of adults looking for indulgence. The new waffles will launch into 360 ASDA stores from 25 September, with an RRP of £3.50 per six-pack.