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French Baguettes With Flour

St Pierre Steps Into Bake At Home Sector


The brand, which continues its fast paced growth of over 30 per cent will add its first non-brioche baguettes and rolls to its product selection.

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What’s In the range?

The range will feature a twin-packed French baguette, a single French baguette and a four count of crusty French dinner rolls.

David Wagstaff, VP North America, St Pierre Bakery explains, “The entire St Pierre range is designed to elevate the everyday with items that meet many meal occasions This new range has been in development since 2019 and we’re excited to bring it to market. The bake at home range is non-GMO, Vegan and really gives the consumer the premium quality, authentic French bread you would get from a Parisian bakery, but with the added convenience of ‘bake at home’.”

This new range has been in development since 2019 and we’re excited to bring it to market

David Wagstaff - VP North America

Similarly to the rest of the St Pierre Bakery portfolio, the new products will be made to an authentic French recipe, shipped frozen from Europe and will offer retailers 28 days life. The unique proposition means that US shoppers can now enjoy quality, French bread, baked at home in just 12 minutes.

Why now?

Wagstaff continues, “The ‘take and bake’ sector in particular, is currently highly commoditized – now is a good time to develop the sector with a gap for an authentic, quality product and our brand is perfectly placed to meet that demand 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.

Bake At Home Range

“It’s a step-change for us because it’s not brioche, but we’re taking the same approach to improve and premiumize 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.”

If you’d like to enquire about distribution, samples or speak to the team about placing an order for the new Bake At Home range please complete the contact form below.

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