St Pierre Groupe has extended the availability of its Baker Street Stollen products to Booker and Nisa following strong sales.

The supplier’s sales of Baker Street Stollen Loaves and Marzipan Stollen Bites exceeded £1.4m, more than 60% of which was driven by the Stollen Bites. They are now available to retailers who use Booker and Nisa.

Additionally, Baker Street will be launching a larger 500g Stollen Loaf, which will be available to Booker, Asda and Ocado.

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Chris McLaughlin, commercial director at St Pierre Groupe, cited research showing that almost 50% of consumers buy Stollen over the Christmas period.

“The opportunity was clear,” he said. “While 53% buy Stollen to enjoy with friends or family at home, 30% buy it as a snack for themselves with 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.”

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In the four weeks to Christmas, the cake category grows from £101m to £143m, driven heavily by Stollen, which becomes a significant sub-category over the period.

The supplier has also added Apple Stollen Bites, Stollen Cookies and Chocolate & Orange Cake Truffles to its Baker Street range, available exclusively to Tesco.

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