Carrs Foods launches St Pierre ‘On the Go’ range


Carrs Foods is launching a new range of seven, individually wrapped food to go products within its St Pierre brand this July, in response to the growing demand in this market sector.

The new range includes Croissant, Pain au Chocolat, Brioche Swirl, Brioche Chocolate Chip Roll, Caramel Waffle, Caramel Cake Bar and Chocolate Cake Bar, which join the existing Belgian waffle products (Butter, Chocolate & Cinnamon). Each product is individually wrapped for convenience so they can be easily eaten with one hand and will cause minimal mess – two really important factors in the food to go sector. With initial listings in Nisa, Spar (Appleby Westward, CJ Lang) and Costcutter, the products have RSPs ranging from 69p to £1.

With the continued growth of café culture fuelling demand for better quality authentic snacking products like St Pierre, it is already the number one brioche brand in the UK impulse market. The ‘On the Go’ range is expected to be equally successful and deliver substantial growth to the brand’s current £12.2 million retail value.

In 2017, the UK’s £24.3 billion food to go market grew by 3.2%, with 95% of the population buying from the category four times a week and spending an estimated £508 per year doing so. The trend is even more marked among the under 35s who have increased their spend on food to go by 5.6% and the number of food to go occasions they undertake by 2.5%.

Currently, 10% of breakfasts, 42% of morning snacks, 57% of lunches, 51% of afternoon snacks, 28% of dinners and 14% of evening snacks are eaten out of home³ and St Pierre caters for all of these with its broad range of bakery snacking products.

Breakfast is one of the fastest growing out of home eating occasions with nearly half (49%) of UK adults choosing this option at some stage and over a quarter (28%) doing so as frequently as once a week. The trend is particularly marked among young (18-24) Londoners.

New research by Carrs Foods into food to go shopping habits reveals that the breadth and variety of products offered by the St Pierre range is particularly important as consumers will choose different snacks according to the eating occasion. Croissant (74%), Pain au Chocolat (51%) and Brioche (44%) were the favourite out of home breakfast snacks while the Cake Bars (62%), Caramel Waffles (46%) and Belgian Waffles (36%) were selected as afternoon snacks. In addition to being a popular afternoon snack, Belgian Waffles were a favourite choice whatever the time of day with 36% choosing them for breakfast, 33% as a morning snack and 23% selecting them as an evening snack. When asked what factors were important when choosing a food to eat on the go, taste and value for money ranked equally at 48%, followed by not being messy (35%).

To demonstrate the breadth of the St Pierre ‘On the Go’ offering and cater for a wide range of retailers, the products can be dispensed on the shelf, at the till point or via a branded free standing display unit. The unit will create additional shelf space, enhanced visibility and its small footprint means it takes up minimal room in-store.

Jeremy Gilboy, managing director at Carrs Foods, comments: “This is our first comprehensive On the Go range and we believe the timing is right for the launch of these snacking products. We know the sector is growing and our research indicates that the range will be popular among consumers for a wide range of snacking occasions.”

“Convenience is key where the On the Go sector is concerned and there is a huge opportunity for retailers to capitalise on this profit opportunity.”