Bakery brand St Pierre is adding two new products to its growing range.
Belgian Waffles with Butter and Belgian Waffles with Chocolate Chips will launch in 360 Asda stores from 25 September, with an RRP of £3.50 for a pack of six.
The St Pierre brand has grown 83% over the last year, and morning goods now represent 16% of its UK brand value versus just 6% last year. The launch is the first multipack waffle product for the UK market, though the brand launched a similar product into the US market via Walmart at the end of last year.
Lauren Meadows, Head of UK Brands at St Pierre Groupe, commented: “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.”
St Pierre will be supporting the launch with mass sampling, consumer advertising, social media activity and an influencer engagement campaign to encourage wide usage of the waffle products.
