Manchester, UK-based brioche category leader St Pierre is set to launch a new non-brioche bake-at-home range, with authentic French baguettes and crusty rolls. The ‘take and bake’ sector in particular, has experienced the ‘race to the bottom’ – it’s highly commoditized - and now is a good time to highlight quality, said founder Paul Baker.
“There is room for an authentic, quality product and our brand is perfectly placed to fill the gap in the market. The strategy is two-pronged in that we can take our brand-loyal consumers and introduce them to another new category; but also that we can take the quality for which we are known and improve an area of bakery which is, quite frankly, a bit stale.
It’s a big change for St Pierre because it’s not brioche, but the company is taking the same approach to improve and premium-ize a new area of the sector.
“The St Pierre brand helps to tell a story. We are communicating more than product – it’s a lifestyle and our quality, authentic positioning backs all that up.”