St Pierre has secured a nationwide listing with Tesco for its 2-pack All Butter Croissants, marking a milestone for the brand in the breakfast bakery category.
Initially launched last year exclusively in Morrisons, the new listing sees the brand’s croissants available to Tesco shoppers across the country with an RRP of £2.30.
The brand noted that its latest addition to Tesco’s bakery aisle reflects the continuing boom in the UK breakfast sector, where bakery occasions are fuelling growth. Breakfast remains the largest sector within bakery occasions, now worth over £1bn, and croissants are leading the charge, currently delivering 17% value growth year-on-year and contributing to a segment worth £140m. Kantar data from June this year shows that growth in croissants is being driven by new shoppers entering the category – more than half of the population have bought a croissant in the last year.
St Pierre’s All Butter Croissants are designed to meet shopper demand for “affordable indulgence and premium breakfast options”, with a French-churned butter offering that is a larger serving size than its competitors.
Georgia Dales-Smith, Head of UK Brands at St Pierre Groupe, commented: “This listing supports the growth of our morning goods range. Breakfast is booming, and we’re proud to offer shoppers a premium option that meets the demand for indulgent yet accessible bakery products.
“Croissants are delivering the most value growth in breakfast bakery, and keeping pace with consumer trends through innovation remains at the heart of our strategy. This Tesco listing reflects both consumer demand and retailer confidence in the St Pierre brand. Despite only launching on-shelf in Tesco recently, St Pierre is the number one croissants brand in Tesco and fastest-growing in the retailer’s continental category.”
