More

    Brioche breaks America: St Pierre ends 2020 as No1 US brioche

    Brioche experts St Pierre have rounded off another successful year in the USA, maintaining the top spot as market leader and securing a coveted listing with retail giants, Costco.

    Part of the St Pierre Groupe, the business was granted the Queen’s Award for Enterprise in International Trade in 2019 and continued meteoric growth for the St Pierre brand in America throughout 2020. Sales of the brand in the United States were up 63 per cent YOY, accounting for more than half of St Pierre Groupe global business in 2020, just six years after launching there.

    Success on the other side of the Atlantic has also led to extraordinary growth for the wider group, which has doubled in size in the past two years, even hiring 23 new colleagues since the start of the pandemic in March 2020. The recruitment drive coincided with impressive UK growth and deepening UK distribution for the company’s brands with new listings across retail and wholesale channels including Tesco, Ocado, NISA and Booker.

    The brand attributes its US success in part to its novel approach to merchandising, with its Eiffel Tower stands adorning supermarket aisles across the country. This eye-catching tactic is also being rolled out in other territories in a bid to emulate that success. Marketing activity is now underway to support the sales activity taking place in Ireland, the UK and the Middle East.

    The latest retailer to embrace the growing trend for Brioche in the US is the globally recognised Costco. St Pierre’s Brioche Burger Buns and Brioche Hot Dog Rolls will be available in 57 of Costco’s Northern California stores from early 2021, in a larger twin-pack format.

    Paul Baker, founder of St Pierre Groupe, says, “We dream big and we chase our goals. There’s real momentum for all three of our brands at the moment – globally St Pierre is up 46 per cent, Baker Street 30 per cent and Paul Hollywood 67 per cent. We exceeded £100 million turnover in 2020 for the first time, which puts us on track to hit our £150 million target by 2022.”

    This year promises to be another busy year for the company, which has secured significant listings for the St Pierre brand in new territories including Mexico, Korea and the Dominican Republic. Plans are also underway to trial products in Panama, with new in-store marketing plans for the Middle East to help deepen distribution.

    Latest

    Family-owned plant-based startup secures funding

    UK-based family-owned startup Shicken has raised £4 million in...

    KP Snacks launches new Tyrrells recycled plastic pack

    KP Snacks today announces the introduction of 25 per...

    Brew Dog delivers low ABV with new Cold Beer

    This summer, BrewDog is cooling down the beer aisle...

    Mangrove portfolio dominates at World Whiskies Awards 2024

    The independent distributor Mangrove’s world whisky portfolio recently cleared...

    Don't miss

    Family-owned plant-based startup secures funding

    UK-based family-owned startup Shicken has raised £4 million in...

    KP Snacks launches new Tyrrells recycled plastic pack

    KP Snacks today announces the introduction of 25 per...

    Brew Dog delivers low ABV with new Cold Beer

    This summer, BrewDog is cooling down the beer aisle...

    Mangrove portfolio dominates at World Whiskies Awards 2024

    The independent distributor Mangrove’s world whisky portfolio recently cleared...

    Co-op’s net zero targets validated global body

    Co-op has become the first UK convenience retailer to...

    KP Snacks launches new Tyrrells recycled plastic pack

    KP Snacks today announces the introduction of 25 per cent recycled content packaging across its popular Tyrrells sharing range. This new packaging initiative, which...

    Brew Dog delivers low ABV with new Cold Beer

    This summer, BrewDog is cooling down the beer aisle with the launch of new Cold Beer (3.4 per cent ABV), recognising the growing requirement...

    Sharp’s announces off-trade launch of Offshore Pilsner

    Sharp’s Brewery has announced the national off-trade launch of its Offshore Pilsner, as the Cornish brewer celebrates 30 years of success. Building on Offshore Pilsner’s...