Baker Street toasts second major multiple win

19 May, 22

Baker Street’s Drive Thru range has launched into ASDA stores nationwide, making the brand available in two of the UK’s ‘big four’.

The UK’s third largest retailer is now stocking Baker Street’s Drive Thru Classic Hot Dog Rolls and Original Burger Buns, in a bid to help boost summer sales and guarantee availability for its customers over the summer season.

Chris McLaughlin, Commercial Director at St Pierre Groupe, which owns the Baker Street brand comments, “This is a big win for the brand and comes less than a year after launching into Tesco. This new distribution is testament to the fact that Baker Street offers quality products with a unique proposition – our extended-life carries appeal to retailers and shoppers alike.

“Consumer attitudes towards fresher for longer products are changing but availability and shelf-life is vital for retailers, too. We know, from conversations with our retail partners, that forecasting during the great British summer is a challenge every year.

“Baker Street’s extended life products – whether it’s sliced bread, burger buns or hot dog rolls – ensure on-shelf availability, reduce the risk of wastage and offer a quality product that’s always there for the consumer.”

Research from Baker Street found that 68 per cent of people place importance on buying foods that help to reduce food waste and 51 per cent of consumers claimed they are more likely to purchase a product that is long-life[1].

Despite the overall bakery sector showing decline, the rolls and baguettes subsector is driving sales for the category. Baker Street’s Hot Dog Rolls are up 78 per cent and Burger Buns up 26 per cent year-on-year (Nielsen L52 Weeks to April 9th, 2022).

The strong growth in Baker Street’s core range also demonstrates the versatility of burger buns and hot dog rolls. Recent research from the brand revealed its burger buns and hot dog rolls are a family favourite for convenient mid-week meals, popular fakeaway dishes and quick family dinners, offering a sales driver outside of the typical summer season.

The new core range listing with ASDA will drive further growth for the brand, which has increased its marketing spend for 2022 with multi-channel support across social media, PR and consumer advertising.

Owned by St Pierre Groupe, Baker Street is also available in the Middle East and Ireland, where it has recently launched its first consumer-facing campaign. The brand is sponsoring John & Lisa’s Weekend Kitchen with Virgin IE until the end of July, supported by a targeted social media campaign to drive brand awareness across Ireland, ahead of summer.

The Baker Street brand is also a key player in the wholesale sector, where the brand is performing 9 per cent ahead of last year (SalesOut L52 Weeks to 30th April 2022).

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