Hybrid Croissant Loaf to drive up breakfast opportunities
BAKERY brand St Pierre is set to inject further growth into the breakfast mission with the launch of its innovative hybrid product, the Croissant Loaf.
Featuring 10 slices of bread per pack, the St Pierre Croissant Loaf has been designed to meet the demand for more premium options during the breakfast occasion through a more versatile product that can help to elevate everyday eating.
Each pack comes pre-sliced and marks a category-first for the brand, combining the familiarity of sliced bread with the light, flaky texture and rich flavour of a traditional croissant.
The Croissant Loaf will be available to UK retailers from April with an RRP of £2.85 per pack. The launch will be supported by continued marketing investments into the brand along with in-store activation opportunities.
Additionally, the Croissant Loaf will feature with the brand’s ‘Eat Avec Respect’ campaign to reinforce its position as a leading premium bakery brand in the UK.
Gill Riley, global VP marketing at St Pierre Groupe, said: “Morning goods are booming and we’re continuing to strengthen our breakfast and brunch portfolio with exciting, premium NPD. Hybrid formats are driving engagement in bakery, giving shoppers new ways to enjoy everyday staples.
“The Croissant Loaf offers a simple way for consumers to ‘trade up’ from standard toast, elevating breakfasts and brunches at home. As a category-first, it will not only add value but also bring new shoppers into the fixture and drive increased usage through more ‘special’ breakfast occasions.”
