Brioche brand St Pierre has revealed that it has seen strong growth in the UK’s leading grocery retailers, with sales up more than 100% on last year and a 48% share of the brioche market, outpacing the growth of the category, which is up 34%.
The news comes after the brand secured increased distribution on its core and morning goods ranges with Tesco, Sainsbury’s, Asda and Morrisons in the last six months.
During the first quarter of this year, St Pierre has been focused on rolling out merchandising solutions to supermarkets.
In January, Asda installed branded bays into 100 of its superstores, adding listings for St Pierre’s Mini Brioche Buns, Brioche Bagels, Brioche Baguettes, Brioche Loaf and Vanilla Brioche Tear & Share. Last month, Morrisons stores also adopted new display solutions from the brand.
St Pierre’s Eiffel Tower displays are said to be driving footfall to the bakery aisle of 300 stores across the UK, with plans for further stores to introduce them in the coming weeks. After six weeks of testing, early results showed that stores with the Eiffel Tower racks have seen a volume uplift of 31%.
Rachel Wells, UK Sales Director at St Pierre Groupe, commented: “The branded bays and Eiffel Towers have already created significant uplift in sales for the brand, but are also helping drive footfall to the category – assisting retailers in increasing basket spend. Shopper data from Tesco and Asda shows that we are over-indexing with higher-value shoppers and we know that we are delivering category growth for our retail customers.
“St Pierre is all about the experience – we prioritise the quality of our authentic products, in order to deliver a brilliant experience with the brand. After years of brand building though, we’re now in a position to deliver a quality experience that starts in store – and that is the objective of our new display solutions.”
Rounding off a successful first quarter for the brand, St Pierre has just secured increased distribution with Co-op. The retailer, which launched the Sliced Brioche Loaf last year, has now added Brioche Burger Buns, Seeded Brioche Burger Buns, Brioche Hot Dog Rolls and Vanilla Brioche Tear & Share to its portfolio.
