St Pierre Groupe extends distribution in Middle East


St Pierre Groupe has revealed new figures demonstrating global growth, with sales of its brands in the Middle East achieving consistent year-on-year growth for five years.

The news comes as its flagship brand, St Pierre, secures its first foodservice listing with Bidfood ME this month. The St Pierre brand launched into the Middle East market in 2014 after nurturing a relationship with global export leaders, YInternational.

In 2020, St Pierre Groupe was invited by the Department for International Trade (DIT) to join a delegation at Gulfood, encouraging UK export and further cementing relationships with retail giants, Lulu’s, Choithrams and Spinney’s.

Mark Frossell, Commercial Manager, UAE, at St Pierre Groupe comments, “Our brands perform particularly well in the Middle East market. For St Pierre, as experts in brioche, we offer a premium product that allows consumers to upgrade everyday menu staples. Meanwhile, Baker Street offers a slice of ‘home’ to the hundreds of thousands of UK expatriates living in the UAE, with a range of traditional bakery products.

“All St Pierre Groupe brands benefit from extended-life, too which is an additional advantage when shipping to the Middle East”.

Sales of St Pierre Groupe brands in the UAE have achieved double-digit growth from 2016 through to 2020, with growth only slowing slightly during the pandemic. The business has kickstarted 2022 with a new foodservice listing, offering a new revenue stream in the Middle East market. What’s more, the new relationship with Bidfood ME, along with continued growth in the retail sector is predicted to grow UAE sales value by almost 40 per cent.

Frossell continues, “This move into the foodservice sector with Bidfood ME is part of our mission to help make premium, quality products accessible to everyone. Taste is key in bakery; purchase drivers start with the flavour and independent taste tests consistently place our brioche ahead of competitors. That’s key to every audience, regardless of the context in which they come to experience our brands, but it’s especially important to foodservice operators who rely on consistent product quality”.

St Pierre and Baker Street are distributed across the UAE, both in the retail and foodservice sectors. The parent company, St Pierre Groupe is based in Manchester, UK but is not new to global success. In 2019, the company won The Queen’s Award for Enterprise and its St Pierre brand is the number one brioche brand in both America and the UK.