Company: St Pierre


Introduced: August 2018

Distribution: National

Suggested Retail Price: $2.99 (2-pack)

Product Snapshot: As the fastest-growing European bakery brand in the USA, St Pierre offers a variety of on-trend products like brioche, croissants and pain au chocolat, Belgian sugar waffles and lace-thin filled crepes. Inspired by European café culture, all St Pierre products are made from authentic recipes in France and Belgium.

Always looking to innovate within the bakery space, St Pierre is pleased to introduce the Brioche Popover to retailers nationwide. The Popover is a light brioche pastry with a sweet, flavorful filling baked into the dough. While similar in appearance to a classic breakfast muffin, the new Brioche Popover is anything but ordinary. It is airy and delicate with a buttery crumb, soft texture and moist filling swirled throughout it.

The Brioche Popovers are launching in August and will be available in three flavors—vanilla, chocolate and cinnamon. The Popovers will come in retail packs of two to satisfy the increasing demand for on-the-go snacks. Whether pairing with your morning coffee, looking for an afternoon pick-me-up or indulging in an after-dinner treat, St Pierre Brioche Popovers are perfect for any meal occasion.

Brioche has become increasingly popular with more than 250 percent menu growth over the last ten years. From burger buns to French toast, brioche now appears on over 15 percent of menus. Therefore, it’s no surprise that Americans have developed a taste for the light buttery bread.

But what exactly is brioche? Originating in France, brioche is a light, subtly sweet bread enriched with eggs and butter. Dating back to the early 1400’s, brioche has appeared throughout history and was even the subject of Marie Antoinette’s famous “If they have no bread, then let them eat cake” quote. She originally said, “then let them eat brioche,” before translators changed it. With a rich history and even richer recipe, brioche has become a beloved bread for many.

Brioche is at the core of the St Pierre product portfolio. The brand offers an array of brioche products, including sliced loaves, tear and share loaves, buns and rolls, cream-filled swirls and even waffles. The Brioche Popover is different from anything the brand has done before. Looking to satisfy growing snacking trend, the brand went to work to develop a portable brioche product that could be enjoyed on the go.