St Pierre Groupe kickstarts 2021 with major multiple listing

8 February, 21

St Pierre Groupe has confirmed its turnover exceeded £100 million in 2020, after the global pandemic saw shoppers retreating to familiar, comforting bakery goods and driving new audiences to the bakery aisles.

Confirmation of the Groupe turnover coincides with the launch of its lead brand, St Pierre, into Morrisons stores nationwide. The major multiple is the latest of the ‘big four’ to stock St Pierre’s Brioche Burger Buns and Brioche Hot Dog Rolls, after the retailer promised that 2021 would see it review 170 categories, to make shopping simpler for its customers.

Group Commercial Director for Morrisons, Andy Atkinson revealed to The Grocer in January, “We want to work with suppliers, and I think they welcome this as a chance to improve the value for money and quality of our range. I absolutely don’t have a target for a reduction in the range. In some sectors, we will be expanding our range.”

The new St Pierre listing backs this up, with the retailer now offering Morrisons shoppers an upgrade to its own label Brioche Burger Bun product, whilst launching into Brioche Hot Dog Rolls for the first time.

Paul Baker, founder of St Pierre Groupe comments: “St Pierre is all about providing affordable quality. Taste is key in bakery – purchase drivers start with the flavour and independent taste tests carried out in August last year placed our brioche burger buns ahead of competitors for texture, appearance and flavour. Retailers need suppliers who offer quality products because that’s what consumers want now, more than ever.

“As a brand, consumers trust us to provide easy inspiration – it’s a simple way to upgrade your meal to restaurant quality and we are driving that message through all our communications channels – whether it’s on pack or via social media.”

St Pierre UK sales are up 47 per cent year on year and the business is continuing to invest in its branded proposition, supporting its retail listings drive with targeted consumer campaigns. The business portfolio also includes the Baker Street and Paul Hollywood bakery brands which both grew substantially throughout 2020.

Morrisons will also list Paul Hollywood’s Ready-to-Bake Crusty Rolls, which will join the St Pierre range in-store and online from the middle of February.

Baker continues, “There’s real momentum for all three of our brands at the moment – globally St Pierre is up 46 per cent, Baker Street 27 per cent and Paul Hollywood 71 per cent. We exceeded £100 million turnover in 2020 for the first time, which puts us on track to hit our £150mn target by 2022.

“The new listing with Morrisons is further proof that our focus on quality branded propositions really works. Our aim now is to continue using our insight to drive distribution in the UK. It’s a difficult time for so many businesses and we do realise how fortunate we are. That’s part of the reason we are committed to working tirelessly to make the most of the opportunity.”

As well as exceeding its turnover target for 2020, the company also doubled its headcount, adding 33 new staff to its team and St Pierre was officially crowned number one brioche brand in America.

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