Bakery brand St Pierre has expanded its range with a limited-edition Spicy Chilli Brioche Bun 4-pack. Available through to the end of September, the seasonal SKU is designed to offer incremental sales during the summer peak, targeting consumers seeking “restaurant-style indulgence at home”.
The new brioche buns blend St Pierre’s signature brioche with a gently spiced chilli flavour, meeting growing demand for bold, globally inspired foods. The brand noted that as savoury flavour innovation gains traction in bakery, the product provides a clear trade-up opportunity for retailers looking to add excitement to the fixture and respond to shopper appetite for heat and flavour fusion.
St Pierre’s Spicy Chilli Brioche Buns are rolling out in Tesco, Morrisons, Asda, Sainsbury’s, and Ocado, backed with a 360-degree support plan featuring in-store activations, sampling, influencer marketing and consumer PR, alongside the return of the St Pierre “Eat, Avec, Respect” TV campaign.
Georgia Dales-Smith, Head of UK Brands at St Pierre Groupe, commented: “We know that consumers are looking for more adventurous mealtime options, particularly during barbecue season. This launch allows retailers to capitalise on the shift toward spicy flavour profiles and elevate the role of brioche in savoury meal occasions.”
