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bbi-2023-04-Authentic, affordable luxury sells
f2m-bbi-23-04-bakeries-Seeded Burger Bun Pack

David Wagstaff, the managing director of St Pierre Groupe, discusses how the cost-of-living crisis is impacting the industry. He also talks about emerging trends, new products and advice to stay one step ahead in FMCG.

Catalina Mihu: St Pierre entered a distribution agreement with ASDA in 2022, for three brioche ranges. Why were the Brioche Burger Buns, Seeded Brioche Burger Buns and Brioche Hot Dog Rolls selected to be sold at ASDA supermarkets?
David Wagstaff: The past few years have driven real shifts in consumer behavior and increased desire for premium, restaurant-quality products that can elevate at-home dishes. As such, ASDA and other major multiple grocers increasingly recognize the need to engage shoppers – and drive revenue – by ensuring their bakery department offers something ‘magnifique’. These are currently three of our biggest ranges and are enjoying growing distribution and sales in both grocery and convenience, with sales up by more than 100% compared with last year’s values and a 48% share of the brioche market, outpacing the growth of the category, which is up by 34%1.