Slice of breakfast indulgence: St Pierre launches croissant loaf
St Pierre is looking to drive further growth of the UK breakfast bakery category with the launch of its latest innovation – the Croissant Loaf.
“As a category-first, it will not only add value but also bring new shoppers into the fixture and drive increased usage through more ‘special’ breakfast occasions,”
The Grupo Bimbo-owned brand said its category-first hybrid combines the familiar sliced loaf format with the light, flaky texture and rich flavour of traditional croissants. Each pack (rsp: £2.85) contains 10 slices, making it suitable for both families and smaller households and can be enjoyed with simple toast toppings or as part of a brunch dish, noted St Pierre.
Building on strong momentum in the breakfast occasion, the launch taps into growing demand for premium, versatile products that elevate everyday eating, added the company. It also highlighted how breakfast remains the largest bakery occasion [Circana data, 52 w/e 24 January 2026], with shoppers increasingly seeking high-quality options that deliver café-style experiences at home.
“Morning goods are booming and we’re continuing to strengthen our breakfast and brunch portfolio with exciting, premium NPD,” commented Gill Riley, global VP marketing at St Pierre Groupe. “Hybrid formats are driving engagement in bakery, giving shoppers new ways to enjoy everyday staples.”
Riley said the Croissant Loaf offers a simple way for consumers to ‘trade up’ from standard toast. “As a category-first, it will not only add value but also bring new shoppers into the fixture and drive increased usage through more ‘special’ breakfast occasions,” she added.
The launch also responds to strong shopper appetite for newness within bakery, with Mintel research showing that 60% of UK bakery shoppers would like to global baked goods or pastries. By introducing a unique format to the category, St Pierre is well positioned to deliver incremental value and differentiation at shelf, it said.
The St Pierre Croissant Loaf is available now at Sainsbury’s and from June in Tesco and Asda stores nationwide. Its launch will be supported by continued investment in marketing and in-store activation, with the brand’s ‘Eat Avec Respect’ campaign running alongside.
