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The brand has launched individually-wrapped Butter Croissants and Chocolate Filled Croissants, retailing at £1, which join existing Brioche Waffle, Millionaires Waffle, Caramel Waffles and Pain au Chocolat.
It said lockdown brought the closure of the UK’s coffee shops and take-home value sales of hot beverages jumped more than 13% in the 12 weeks to 12 July.
Chris McLaughlin, commercial director at St Pierre Groupe, said: “In-store bakery sales have declined, along with many other sectors, as a result of COVID. With heightened concerns around hygiene, our retail partners are asking for individually-wrapped morning goods and specifically, croissants.
“Conversations with our customers gave us the insight to bring new products to market that deliver what customers are looking for. Consumption habits have changed; people are less likely to head to the café for their usual morning fix.
“Those occasions have moved elsewhere, but that doesn’t mean that we can’t help people recreate the café culture they love, at home.
“St Pierre products are all about elevating the everyday. The new croissants – and especially the indulgent chocolate-filled croissants, do exactly that.
“Having been through a recession in 2008, we know it’s important that premium brands don’t shy away from quality. Consumers will ‘trade up’ like they did 12 years ago. Having less to spend makes shoppers slightly more discerning.
“The reality is that people will continue looking for ways to treat themselves well, at home, because they miss the luxuries of dining out or travelling.
“That’s why our focus has been and will continue to be on maintaining the supply of quality bakery products that will help to make ‘everyday magnifique’ for our grocery, foodservice and consumer partners”.
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