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St Pierre 4 Burger Buns

Brioche brand St Pierre has announced listings for three of its products with Asda, to add to its presence on Tesco, Sainsbury’s and Morrisons shelves.

St Pierre’s Brioche Burger Buns, Seeded Brioche Burger Buns and Brioche Hot Dog Rolls will hit Asda aisles from the end of April, with a view to maximising summer sales.

“We are delighted to reach this milestone and see our St Pierre products on shelf in all four of the UK’s biggest multiple retailers,” said Chris McLaughlin, commercial director at St Pierre Groupe.

“St Pierre offers exceptional quality and taste, and in partnership with our retailers, we have been able to help consumers elevate their everyday meal occasions with our delicious range of brioche,” McLaughlin added.

The news of the Asda listing comes as St Pierre launches a new pack size of its Brioche Burger Buns, which are now available in both a six-pack and four-pack format in a bid to appeal to a wider demographic.

“The branded burger bun and hot dog category has now reached £38m, with growth of 180% in the last two years,” said McLaughlin. “Working with our retailers to see how we can help continue to grow the category, we developed a smaller four-pack of our best-selling Brioche Burger Buns to meet our consumers’ needs and deliver in-store and on shelf.

“Seventy per cent of households without children would rather buy a four-pack than a six-pack and food waste is a growing concern for shoppers. By launching a four-pack, we can help our retailers to bring new shoppers into the category, driving sales and appealing to a younger demographic,” McLaughlin added.

St Pierre is the flagship brand of St Pierre Groupe, which also owns the Baker Street and Paul Hollywood brands. The company recently launched into foodservice in the Middle East.