Recognising the developing Café Culture scene and expanding ‘on the go’ sector, Carrs felt there was an opportunity to market a range of premium morning goods and approached Design Activity with the remit of creating a new branded proposition.
After assessing a number of brand name options, St Pierre was felt to have intrinsic provenance and already held some recognition in the market.
A St Pierre brand has now been developed with simple rules allowing flexible application across a range of products including, bread, cakes and morning goods. The introduction of this new premium St. Pierre branded proposition has been well received in the UK, with sales in excess of £2 million in the first year of launch.
“A central part of Carrs strategy is to develop branded propositions that can leverage the various opportunities within the markets we operate. The rejuvenation of the St. Pierre name into a premium branded proposition has worked very well for us.. It creates a point of differentiation where own label traditionally dominates and this has enabled us to achieve significant sales & distribution, particularly in the Out of Home sector.”
Jeremy Gilboy
Managing Director, Carrs Foods International
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