St Pierre, part of St Pierre Groupe,  will distribute three of its brioche ranges to UK retail giant, ASDA. The new deal expands its presence in UK’s supermarkets, which now includes distribution to Tesco, Sainsbury’s, Morrisons and ASDA stores nationwide. The brioche brand is up 80% year-on-year.

ASDA is selling St Pierre’s Brioche Burger Buns, Seeded Brioche Burger Buns and Brioche Hot Dog Rolls ahead of summer sales. St Pierre recently launched a new pack size of its Brioche Burger Buns, which are now available in both a six and a four-pack format.

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

The company’s branded burger bun and hot dog category reached GBP 38 million, and reported a growth of 180% in the last two years. “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,” the company explained. Its research found that 74% of the households without children prefer to buy a four-pack over a six-pack and that they try to minimize food waste. The extended shelf life of St Pierre’s products also supports these efforts. The four-pack launch is aimed at younger demographics.

Photo: St Pierre