Baker Street announces NPD and distribution gains for Christmas 2022 – Retail Times


Baker Street is set to further extend the seasonal range which secured the brand its first major multiple listing in Christmas 2020.

The brand’s 2022 offering includes Baker Street Marzipan Stollen Loaf, Marzipan Stollen Bites, Apple Stollen Bites, Stollen Cookies, Chocolate & Orange Cake Truffles and new addition, Caramel Cake Truffles, as part of its Christmas-markets-inspired selection.

In 2021, sales of the extended range increased by more than 30 per cent. With increased distribution secured through Tesco, Co-Op and ASDA stores for 2022, along with new distribution via the wholesale channel, the brand is set for another fruitful festive period.

Brand awareness has been bolstered by increased major multiple listings of its core and seasonal ranges, with awareness up 14 per cent in the brand’s latest consumer read.

Chris McLaughlin, commercial director at St Pierre Groupe which owns the Baker Street brand, explains: “Ahead of launch in 2020, research showed almost 50% of consumers buy Stollen over the Christmas period, so the opportunity was clear.

“Whilst 53% buy Stollen to enjoy with friends or family at home, 30% buy it as a snack for themselves and more than half (51%) saying Stollen is perfect for an afternoon snack. We developed a range to cater to these occasions, with traditional loaves and innovative Stollen Bites designed for snacking or sharing.”

In the four weeks to Christmas, the cake category grows from £101m to £143mn (42%). Stollen offers a quick-win for retailers; growing from nothing in the nine months to October into a significant sub-category.

McLaughlin adds: “Products that offer something new will always be popular and Baker Street’s NPD is designed to help retailers capitalise on emerging consumer trends. The top three attributes shoppers look for in food and drink gifts are quality (65%), authenticity (41%) and attractive packaging (39%), which stands us in good stead. Each quality product is made to an authentic recipe and packaged in Baker Street’s stand-out festive branding.”

Stollen is a Christmas menu staple; in 2020 one in six Brits were planning to eat Stollen and the market had grown to £18mn.

The appeal for retailers is two-fold; shoppers who already enjoy Stollen will enjoy trying a classic in a new bite format, whilst those who haven’t opted for the traditional German cake before, might prefer to be introduced to it in a more familiar form, such as Baker Street’s Stollen Cookie.

McLaughlin continues: “There are flavours that are perennially popular during the festive season and this year, Baker Street has added Caramel Cake Truffles to its range. As a new-on-shelf product, it provides opportunities for retailers to tap into both the gifting market and the snacking occasion thanks to its multi-pack format. Last year, the Chocolate & Orange variety achieved strong sales and the new caramel flavour strikes the perfect balance between premium indulgence and affordable luxury.

“Baker Street caters to consumers looking for convenient quality and this Christmas will see shoppers navigating a cost of living crisis which is likely to see more people than ever, entertaining at home. The Baker Street seasonal selection offers a taste of the Christmas markets at home and the whole range ticks the boxes for quality and authenticity; so whether it’s picked up as a last-minute offering to take round to friends, left out as festive nibbles for guests, or bought as an indulgent treat for solo-snacking, Baker Street is always there, ready to be enjoyed.”

This year Baker Street’s seasonal range will be found on shelf in selected ASDA, Tesco, SPAR, NISA and Co-Op stores. The range will be available from 26 September, retailing from £3 per pack.





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Baker Street is set to further extend the seasonal range which secured the brand its first major multiple listing in Christmas 2020. The brand’s 2022 offering includes Baker Street Marzipan Stollen Loaf, Marzipan Stollen Bites, Apple Stollen Bites, Stollen Cookies, Chocolate & Orange Cake Truffles and new addition, Caramel Cake Truffles, as part of its…