Bakery brand St Pierre has unveiled a new look and gained its first national grocery listing.
St Pierre said the new look “celebrates its French heritage” and “reflects the high quality” of its bakery range.
The new logo retains the same orange background as before, but with a new “art nouveau-style” font featuring the brand name.
St Pierre founder Paul Baker said the team “wanted to celebrate our rich French heritage, and this brand-new look does just that”.
“Like all dynamic brands, the time comes when evolution is required,” he added.
It has also scored its first first multiple grocery listing in Tesco for its Hot Dog Rolls (rsp: £2/six-pack) and Brioche Burger Buns (rsp: £2/six-pack), which will roll out to superstores, and its On The Go Brioche Waffles and On The Go Pain au Chocolate (rsp: 95p/45-50g), which will hit Tesco Express stores from 4 May.
Baker said the brand felt “fortunate to be able to provide more households with quality bread and bakery products at a time when demand is so high”.
He added while consumers were looking for “comforting, staple foods”, it was also important for retailers to offer “foods, like St Pierre, that allow them to elevate their everyday meals easily”.