STORY: St Pierre's Bidfood listing

St Pierre has secured new listings with one of the UK’s largest food wholesalers, Bidfood, in what it describes as "another coup" for its on-the-go range. St Pierre Pains au Chocolat and All-Butter Croissants will now be available to Bidfood customers nationwide.

Food on the go has evolved into a huge market which was worth an estimated £21.2 billion in 2019 and coffee shop closures due to coronavirus fuelled strong demand for takeaway purchases, with a 13 percent rise in take-home hot beverages in the 12 weeks to 12 July 2020.

In September last year, the brand added two new SKUs to its range – one of which was the All Butter Croissant, supporting the trend for ‘coffee off-site’, with time-pressured workers, in particular, choosing to grab snacks and lunch on the go. Individually wrapped products have proved especially popular during the pandemic, with increased demand for more hygiene conscious products. 

Scott Oakes, Commercial Manager for St. Pierre said: “The range was launched to foodservice in September in response to a change in consumer habits, as people increasingly took the coffee shop experience to work or home. Individually wrapped products also offer clear hygiene benefits for caterers in the post COVID-era.

“That said, I don’t think any of us thought we’d still be facing these challenges 10 months down the line. Working with Bidfood with these two products is part of a targeted strategy to support the foodservice sector where there is still demand. We will be able to actively engage public sector caterers with this listing – at a time when other brands are having to take their foot off the gas. Our position has not changed throughout the pandemic – St Pierre is here, we are optimistic and we are working hard to support the industry wherever we can.”

The St Pierre brand overall, experienced growth in 2020, up 18 percent year on year. However, its gains in the foodservice and wholesale sectors were particularly impressive. Brand sales in wholesale are up 14 per cent in wholesale and customer numbers increased 33 percent year on year despite the pandemic, as well as a first foray into TV advertising for the brand, as a partner of Scottish restaurant chain, Monterey Jack’s.

The full food-to-go range offers a choice of six tempting bakery treats - Butter Croissant, Chocolate Filled Croissant, Pain au Chocolat, Caramel Waffles, Millionaires Waffle and Brioche Waffle. Bidfood’s listing of the 45g products is live now, offering wholesale pricing to customers who can make attractive margins on the premium European baked goods.

For more information visit stpierregroupe.com