Baker Street continues double-digit growth trajectory

By Gill Hyslop

- Last updated on GMT

Baker Street Sliced Bread is 'cleverly packed to retain freshness'. Pic: St Pierre Groupe
Baker Street Sliced Bread is 'cleverly packed to retain freshness'. Pic: St Pierre Groupe

Related tags St Pierre Groupe Carrs Foods Baker Street Nielsen Revenue

Baker Street’s revenue has increased by 34% for the 12-month period ending May 2020, according to the brand’s owner St Pierre Groupe.

According to St Pierre Groupe – which was rebranded from Carrs Foods in March last year – Baker Street has seen double-digit growth for three consecutive years, making it worth £24.2m at the end of 2019.

The core Baker Street range includes Sliced White and Brown Loaves, Hot Dog Rolls, Burger Buns (Plain and Seeded), Soft White and Brown Rolls, Seeded Rye Bread, Rye & Wheat Bread and Multi Seed Deli Rolls.

Nielsen 2019 data placed Baker Street as the fastest growing sliced bread brand in the Impulse Top Ten, showing 80.2% growth to secure the seventh position.

The brand’s burger buns are also driving the brand’s growth, with its Mega Burger Buns featuring in  Nielsen’s top ten among Hot Dog, Burger, Round & Finger Rolls for the 52 weeks to September 24, 2019.

St Pierre Group said the brand is also ideally positioned to fight food waste, as products have been packed to remain fresher for longer. With 35 days’ minimum guaranteed life from delivery to depot, the brand can help ensure on-shelf availability and reduce the risk of wastage.

Products are also available in smaller pack sizes.

Going from strength to strength

“Baker Street is not only enjoying its third year of double figure growth but has also had an impressive year to date,”​ said Jeremy Gilboy, founder of St Pierre Groupe.

“This growth is predominantly coming from distribution gains and repeat sales of the Sliced White and Brown Loaves, however, sales of its Hot Dog Rolls, Burger Buns and Sponge Flan Cases have also contributed to the success.

“Baker Street continues to go from strength to strength and is performing well ahead of the market, which makes it a must-stock for retailers.”

St Pierre Groupe supplies bakery products to the global retail and wholesale markets, as well as the hospitality industry and online to the UK, US and Europe. The branded products – including St Pierre, Baker Street and Paul Hollywood – are sold in more than 35,000 stores worldwide. 

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