St Pierre launches new products tapping into coffee-at-home trend


Bakery brand St Pierre has launched two new products that tap into the trend for coffee shop experiences in the home.

Individually wrapped Butter Croissants and Chocolate Filled Croissants join the four SKUs – Brioche Waffle, Millionaires Waffle, Caramel Waffles and Pain au Chocolat – launched in May this year.

With take-home value sales of hot beverages jumping more than 13 per cent in the 12 weeks to 12 July [Kantar], the expansion of the range and moving away from ‘on the go’ respond to market demands post lockdown, the brand said.

“In-store bakery sales have declined, along with many other sectors, as a result of COVID. With heightened concerns around hygiene, our retail partners are asking for individually-wrapped morning goods and specifically, croissants,” commented Chris McLaughlin, commercial director at St Pierre Groupe.

“Conversations with our customers gave us the insight to bring new products to market that deliver what customers are looking for. Consumption habits have changed; people are less likely to head to the café for their usual morning fix. Those occasions have moved elsewhere, but that doesn’t mean that we can’t help people recreate the café culture they love, at home.

“St Pierre products are all about elevating the everyday. The new croissants – and especially the indulgent chocolate-filled croissants, do exactly that.”

In fact, St Pierre Groupe is not the only brand to recognise the opportunity generated by at-home cafés.

Costa has worked with Asda to deliver ‘coffee shop serve’ suggestions on the supermarket site, whilst also encouraged a trade-up for standard coffee to its Costa At Home offering. The jump in coffee machine sales, with John Lewis seeing a 30 per cent increase year on year, also complements this.

Paul Baker, founder of St Pierre Groupe, believes this premiumisation is a trend that will be replicated in multiple markets as the UK heads into a recession.

“Having been through a recession in 2008, we know it’s important that premium brands don’t shy away from quality. Consumers will ‘trade up’ like they did 12 years ago. Having less to spend makes shoppers slightly more discerning.

“The reality is that people will continue looking for ways to treat themselves well, at home, because they miss the luxuries of dining out or travelling. That’s why our focus has been and will continue to be on maintaining the supply of quality bakery products that will help to make ‘everyday magnifique’ for our grocery, foodservice and consumer partners.”

The St Pierre individually wrapped and perfect-with-a-hot-drink products are available at selected Tesco, Sainsbury’s, WH Smiths and convenience stores nationwide. RRP £1.