Branded bakery business reveals wholesale figures are up 23 per cent, boosting bakery category in retail and foodservice sectors 

St Pierre Groupe has revealed its wholesale business grew by almost a quarter in 2021, with a bumper fourth quarter in which sales of its brands increased by 55 per cent.[1]

The bakery category in wholesale experienced comparatively slower growth in the same period, up by nine per cent on 2020 and making St Pierre Groupe’s 23 per cent even more impressive.

The St Pierre Groupe brand portfolio includes number one brioche brand, St Pierre, long life bakery name, Baker Street and part-baked category leader, Paul Hollywood. Its brands all benefit from extended life which has boosted success in the wholesale sector, allowing retailers and operators to navigate unpredictable shopping and dining habits – guaranteeing availability and reducing wastage.

In fact, the business’ performance in foodservice is remarkable; despite ever-changing pandemic restrictions throughout 2021, its brands represented 26 per cent of Booker’s total bakery sales last year. Indeed, more than 60 per cent of Booker’s growth in its bakery sector can be attributed to St Pierre Groupe brands.

Louise Reynard, Commercial Manager at St Pierre Groupe comments, “Last year was not without its challenges, but we have worked closely with our retail, wholesale and foodservice partners to alleviate concerns around supply chain volatility, availability and demand – despite the turbulence caused by the pandemic and Brexit – amongst other things.

“At the beginning of 2021, we decided to focus on supporting the wholesale sector with our core ranges. This approach has improved the overall performance of our brands but, more importantly, ensured that our wholesale partners had a reliable supply of quality bakery products”.

The St Pierre brand grew in wholesale by 49 per cent last year, whilst Baker Street ended the year in growth – matching and exceeding the peak sales brought about at the onset of the pandemic – a sales feat many other suppliers have struggled to achieve.

The business suggests that a dedicated focus on streamlining product offering has played a key role in delivering an uplift in performance.

The St Pierre core range includes Brioche Burger Buns, Seeded Brioche Burger Buns, Brioche Hot Dog Rolls and Sliced Brioche Loaf and these products now account for 91 per cent of wholesale figures – up from 89 per cent in 2020.

In addition, St Pierre Brioche Burger Buns are now worth more than £5m to the sector and are the second best-selling product in wholesale bakery. Its seeded variant in particular drove growth for the brand in wholesale last year, with sales doubling in the last 12 months.

Meanwhile, Baker Street’s core products – which include the Drive Thru Range of Original Burger Buns and Classic Hot Dog Rolls – now account for 92 per cent of the brand’s wholesale figures, an increase of 4 per cent on 2020.

Reynard continues, “Our Classic Hot Dog Rolls were Baker Street’s top-performing wholesale product last year, growing by 22 per cent and being bought by 45,000 customers.

“At St Pierre Groupe we pride ourselves on offering premium brands and consistent quality, with extended life that guarantees availability and reduces wastage for retailers and operators alike.

That’s key to our success in the wholesale sector; in fact, had we had capacity, our figures would be even more impressive. Our focus now is on investing in additional capacity to maximise sales performance and we’re looking forward to continued growth in 2022.”

[1] Sales Out Data, L13 weeks to w/e 1st January 2022

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