bake - January/February 2023 - 38

breads
Brioche Burger Buns
Brioche buns provide retailers and foodservice operations with
a unique sandwich carrier that is enticing consumers to buy and
consume more sandwiches.
" For St Pierre, innovation is always rooted in analyzing the
market in a bit to listen to and meet consumer demand. We invest
heavily in research to understand how best we can deliver
for shoppers with the right product of the right, fantastic quality, "
says David Wagstaff, managing director, St. Pierre Bakery,
the leader in the brioche market. " Our product quality is what
we are most proud of and it is at the heart of all innovation. We
won't offer a product if it doesn't offer a premium option in the
category in which it will compete. St Pierre is all about making
every day magnifique - taking staple items and elevating them
beyond the basic to engage shoppers and keep them coming
back to the brand. "
Innovation is often defined in terms of the product when it
comes to the bread and bakery space, but that's a limited view
of innovation, Wagstaff points out.
Innovation comes in many forms - particularly since the sector
is highly competitive. It could be innovative packaging or branding
- ensuring on-shelf standout. It could also be considered in
merchandising.
" Now is a great time for retailers to lean into premium brands
- with the understanding of what 'premium' means for shoppers
- beyond price point, " he says. " For consumers, the trend
for premiumization is here to stay. Previously, shoppers were
elevating their meals at home because they couldn't travel or
dine out in the pandemic. Now that the cost of living is on the
38 < JAN - FEB 2023 | bakemag.com
up, consumers are still looking to treat themselves well at home.
Preparing and consuming better-quality foods along with entertaining
guests at home is once again becoming more convenient
and cost effective than dining out. Elevated meals and quality
products that save shoppers time and provide an easy solution
for quality entertaining at home are doing well throughout the
store. "
Retailers offering a trade up in one area of the store can drive
increased sales in other areas, Wagstaff says.
For example, a shopper who opts for a premium brioche burger
bun from St Pierre is more likely to pair it with premium meats
and cheeses.
" Our innovative merchandising and standout branding catches
the attention of shoppers - and we know that St Pierre shoppers
have a higher basket spend as a result of opting for our
quality baked goods, " he points out.
" As a UK based company, we know what the impact of supermarket
price-matching and increased cost of living has on
the 'middle shelf'. As a result, we've seen time and again that
premium brands win out. Many of the categories where this is
true - and especially in bakery - have been renowned for leaning
in on private label. This is changing; European retailers combat
that 'squeeze' of the middle ground by opting for branded offerings
that deliver excitement and theatre in the fixture. St Pierre
is well-placed to help US retailers do just this, and we are seeing
this trend developing - reinvigorating the instore bakery and in
some cases the main bread aisle, by delivering a quality shopping
experience that starts in-store and continues at home. "
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