St Pierre rounds off bumper season in UK with number one burger bun spot

By Gill Hyslop contact

- Last updated on GMT

Although the number one burger bun in the UK, St Pierre is encouraging consumers to look beyond the burger. Pic: GettyImages/AntonioGuillem
Although the number one burger bun in the UK, St Pierre is encouraging consumers to look beyond the burger. Pic: GettyImages/AntonioGuillem

Related tags: St Pierre Groupe, Uk, brioche, buns, Nielsen

St Pierre Groupe has reported a bumper season for the brand, with increased distribution and marketing investment seeing it take the title of UK’s number one burger bun brand.

The St Pierre Bakery brand has also secured a significant increase in its distribution with one of the UK’s largest supermarket chains.

Originally launched in Sainsbury’s in May, the retail giant is rolling out St Pierre Brioche Burger Buns in more than 500 stores (an increase of 44%) and St Pierre Seeded Brioche Burger Buns in more than 220 stores (+11%) across the UK this month.

This means it is right on track to meet ambitious growth targets​ in the UK, set by newly appointed CEO David Milner.

Nielsen data reported St Pierre UK sales were up by 85% year-on-year, making it the fastest growing bakery brand in the country, up 148% in the 12 weeks to August 2021.

Growth is on a trajectory rise on the other side of the pond, too, with St Pierre claiming the number one slot in the brioche category, even outpacing private label sales in the US.

“St Pierre is all about providing affordable quality. Taste is key in bakery and we are providing a product that is superior in taste, texture and flavour,”​ said Paul Baker, founder of St Pierre Groupe.

“Retailers need suppliers who offer quality products because that’s what consumers want now, more than ever.

“Moreover, as a brand, consumers trust us to provide easy inspiration. Brioche is a simple way to upgrade a meal and we drive that message through all our communications channels – whether it’s on pack or via social media.

Beyond the burger

“Recent research demonstrates that shoppers are using our products beyond ‘burgers’, incorporating brioche into breakfast, lunch and dinner. As we move into the next quarter, this is key,” ​added Baker.

“Shoppers are voting with their feet to highlight that our products are not seasonally limited. Year round, we offer inspiration for every meal occasion and the increase in distribution with Sainsbury’s as we move into Q4 is testament to that.”

The brand plans to drive winter sales with seasonal packaging on two of its SKUs, engaging consumers with new recipe inspiration and removing ‘burger’ from some of its product names to encourage broader usage of the range.

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