Fast-growing bakery brand St Pierre has launched a two-pack of All Butter Croissants exclusively into Morrisons, extending its range in the breakfast sector.
The new premium product boasts 30% French-churned butter, as well as a larger serving size.
The launch into 236 Morrisons stores and 264 Morrisons Daily outlets is being supported with new POS, including in-aisle signage and displays on in-store till screens, featuring the brand’s recently launched ‘Eat Avec Respect’ creative.
The launch also coincides with the return of St Pierre’s TV ad to screens this month across all major video-on-demand and subscription channels.
Lauren Meadows, Head of UK Brands at St Pierre commented: “Breakfast has the biggest value share of Bakery Occasions, which is the only segment of bakery delivering both value and volume growth. Private label is in decline as shoppers are coming back to brands.
“Within breakfast bakery, it is Croissants that are delivering the most value growth, growing at 17% year on year. That’s why it makes perfect sense for the St Pierre brand – known for its authentic, quality products – to launch a premium offering.
“Our All Butter Croissants deliver a larger eat than the competitive set with an impressively high percentage of French-churned butter. And, of course, the quality delivers a taste of Paris in every bite to help make breakfast magnifique.”
The All Butter Croissants have launched with an RRP of £2.30.
