Consumers have been turning to the sweet taste of brioche as they have hunkered down at home, coping with lockdowns, travel restrictions and all the other widespread effects of Covid 19.
“A soon as the first lockdown was announced there was an unprecedented demand for our Brioche Rolls and PITCH products,” says Brioche Pasquier Retail Sales Manager Charlotte Hulbert. “The bakery has been at full capacity throughout the year as we have worked hard to support retailers and keep supermarket shelves across the country stocked with these products”.
Brioche Pasquier are the country’s favourite brioche brand, with 23% of market share*. They are also the market leaders in the growing Viennoiserie category, also with a 23% share of the market.
Sales of their PITCH brioche snack products are up 23.95% in volume this year. These PITCH Chocolate Filled and PITCH Choc Chip individually wrapped products are very popular with children and come in handy packs of four or six that will keep fresh for up to three weeks.
Brioche Pasquier brioche is very good for including in home bakes, and with families spending more time at home, baking has become more creative. Interest in the company’s online recipe page has increased by 23% over the last six months with breakfast recipes particularly popular.
“There are several reasons why we believe that consumers have turned to Brioche Pasquier during this difficult year,” explains Charlotte. “Firstly, in a time of uncertainty, the comfort of a familiar, well-established brand has proved to be powerful. People recognise our distinctive blue and yellow packaging on the shelves and know they can trust it.
“Longevity without preservatives is another crucial factor. Our brioche products keep fresh for up to 21 days without the addition of any artificial preservatives. The long life is down to the unique starter dough or ‘levain’ which was introduced by our founder over 80 years ago, it is entirely natural and adds a unique taste to our products.
“This longevity helps retailers keep a consistent supply in the bakery department, and also means that consumers can stock the store cupboard with confidence knowing that the products will remain fresh for a long time, thus reducing waste.
“And thirdly, our products are baked from natural, wholesome products like fresh butter and eggs so they taste very good indeed. They are free of preservatives, palm oil, artificial flavours and hydrogenated fats.”
The team at the company’s Milton Keynes bakery has worked extremely hard to meet demand from retailers and to contribute to the local community. Any surplus product has been donated to the local Northamptonshire FareShare scheme. From February to September Brioche Pasquier donated 2.9 tons of brioche which converted into 6905 meals for families in need.
* Kantar WorldPanel, w/c 12th July 2020
Tel: 01908 266700