MORNING GOODS AND PASTRY INNOVATIONS


nuttier profile to the bread, making it a more wholesome option. Regardless of the flour you choose, banana bread remains a comforting classic that pairs wonderfully with a hot cup of coffee or tea. Egg Tarts: With their smooth, creamy


custard filling and flaky, delicate crust, it is no wonder that egg tarts are a perennial favourite among Singaporeans. The custard filling, rich and velvety, contrasts beautifully with the light, crisp crust, making each bite a delightful experience. While the creamy custard filling may require some time and effort to nail, the crust’s perfect texture can be easily achieved with Hong Kong flour. Due to its lower protein content, this type of flour produces less gluten formation. The reduced gluten leads to a tender and delicate crumb, which is crucial for achieving the flakiness that egg tarts are known for. Whether you enjoy the light and airy pandan chiffon cake or the flaky and creamy egg tarts, flour plays a pivotal role in the taste and texture of these beloved Singaporean baked goods. Therefore, understanding the right flour selection for each treat is crucial in allowing you to recreate these iconic baked goods with confidence.


Exciting flavour combinations for seasonal SKU’s Seasonal SKU’s give the segment an opportunity to embrace unique flavour pairings, and Brioche brand, St Pierre, displayed this with their expansion of its best-selling range with a limited-edition Spicy Chilli Brioche Bun 4-pack, in major UK retailers. Available through to the end of


WHAT WAS ONCE CONSIDERED WASTE IS NOW BEING


TRANSFORMED INTO A FINELY MILLED, HIGH-QUALITY FLOUR THAT CAN BE USED ACROSS A WIDE RANGE OF APPLICATIONS, FROM COOKIES AND CRACKERS TO ENERGY BARS


that consumers are looking for more adventurous mealtime options, particularly during barbecue season. This launch allows retailers to capitalise on the shift toward spicy flavour profiles and elevate the role of brioche in savoury meal occasions.” Bakery occasions continue to drive


growth for the bakery sector, up 5 per cent YoY and representing 41 per cent of the ambient bakery market. St Pierre is outperforming the sector, delivering 12 per cent of total bakery occasions growth and ranking as the fastest-growing top 10 bakery occasions brand in the UK. During barbecue season alone, three St


September, the seasonal SKU was designed to offer incremental sales during the summer peak, targeting consumers seeking restaurant-style indulgence at home. The new brioche buns blend St Pierre’s


signature golden, soft, and decadent brioche with a gently spiced chilli flavour, meeting growing demand for bold, globally inspired foods. As savoury flavour innovation gains traction in bakery, the product provides a clear trade-up opportunity for retailers looking to add excitement to the fixture and respond to shopper appetite for heat and flavour fusion. St Pierre’s Spicy Chilli Brioche Buns


are available from Tesco, Morrisons, ASDA Sainsbury’s and Ocado backed with a 360-degree support plan featuring in-store activations, sampling, influencer marketing and consumer PR, alongside the return of the St Pierre “Eat, Avec, Respect” TV campaign. Georgia Dales-Smith, Head of UK Brands at St Pierre Groupe, comments: “We know


Pierre brioche buns were sold every second last summer, highlighting the consumer appetite and seasonal opportunity for savoury brioche formats. The new product benefits from St


Pierre’s distinctive shelf-ready packaging, featuring flavour signposting and ‘Limited Edition’ messaging to support visibility and drive impulse purchase. The buns also share the brand’s extended ambient shelf life, helping retailers manage availability and reduce waste. From the rise of functional flours like sugarbeet and spent grain to the celebration of regional specialties and bold seasonal flavours, the industry is embracing a future where health, sustainability, and indulgence coexist. The evolution of morning goods and pastries is about meeting consumers where their values are, delivering products that nourish, delight, and respect the world they live in. If the latest trends are any indication, the next chapter for bakeries will be as exciting as it is responsible.


AUGUST/SEPTEMBER 2025 • KENNEDY’S BAKERY PRODUCTION • 25


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