For the love of Stollen
St Pierre Groupe’s Baker Street brand has revealed its NPD for Christmas 2022, which includes Marzipan Stollen Loaf, Marzipan Stollen Bites, Apple Stollen Bites, Stollen Cookies, Chocolate & Orange Cake Truffles and a new addition, Caramel Cake Truffles.
In the four weeks to Christmas, the cake category bumps up 43%, from £101m to £143m. Stollen is a particularly popular seasonal treat, growing from nothing in the nine months to October into a significant sub-category. In 2020, one in six Brits tucked into the traditional German treat and the market had grown to £185m.
“Ahead of launch in 2020, research showed almost 50% of consumers buy Stollen over the Christmas period,” said Chris McLaughlin, commercial director at St Pierre Groupe.
“While 53% buy Stollen to enjoy with friends or family at home, 30% buy it as a snack for themselves and more than half (51%) say Stollen is perfect for an afternoon snack. We developed a range to cater to these occasions, with traditional loaves and innovative Stollen Bites designed for snacking or sharing.”
With increased distribution secured through Tesco, Co-Op and Asda, along with the wholesale channel, Baker Street is set for another fruitful festive period.
“Products that offer something new will always be popular and Baker Street’s NPD is designed to help retailers capitalise on emerging consumer trends.
“The top three attributes shoppers look for in food and drink gifts are quality (65%), authenticity (41%) and attractive packaging (39%), which stands us in good stead. Each quality product is made to an authentic recipe and packaged in Baker Street’s stand-out festive branding.”
Added McLaughlin, “Baker Street caters to consumers looking for convenient quality and this Christmas will see shoppers navigating a cost of living crisis which is likely to see more people than ever, entertaining at home. The Baker Street seasonal selection offers a taste of the Christmas markets at home and the whole range ticks the boxes for quality and authenticity; so, whether it’s picked up as a last-minute offering to take round to friends, left out as festive nibbles for guests, or bought as an indulgent treat for solo-snacking, Baker Street is always there, ready to be enjoyed.”
The range is rolling out in UK retail, with an RRP from £3 per pack.