MANCHESTER, ENGLAND - St Pierre Groupe has entered into a new distribution agreement that will make the European bakery expert one of the largest retail bakery suppliers in the United States.
The brand will launch its Brioche Burger Buns and Brioche Hot Dog Rolls into 57 Costco warehouse stores in Northern California beginning in early May. As part of its partnership with the retailer both products will, for the first time, be twin-packed, creating a specific club pack for Costco.
California has the highest number of Costco locations across America, accounting for 23% of the retailer’s portfolio. St Pierre will now sell through more than 10% of the chain’s stores, driving a significant increase in distribution for the European brand.
After launching into America in 2014, St Pierre has secured brioche a regular spot in shoppers’ baskets and as the category leader, it continues to deliver growth opportunities for retailers.
“The launch into Costco represents a step-change for our business,” said Paul Baker, founder of St Pierre. “The team has worked incredibly hard and with the support of our distribution partner Lipari Foods, we have become the number one brioche brand in America - but there is still huge opportunity. That’s why we are investing in our in-house capabilities in terms of sales and marketing, with professionals who bring with them years of experience in the US retail market, working with big-name brands.”
Previously available only as a four-pack, it is the first time the larger format six-pack Brioche Burger Buns will retail in the US market. The 6-pack Brioche Burger Buns and 6-pack Brioche Hot Dog Rolls will retail as larger twin-packs at Costco, in bold shelf-ready cases from early May.