BRAND NEWS St Pierre launches all butter croissant rolls


Continental bakery brand St Pierre has expanded its premium portfolio with the launch of All Butter Croissant Rolls, available exclusively in Tesco stores nationwide. Designed to elevate


breakfast, brunch and lunch occasions, the new product combines the flaky texture and buttery flavour of a croissant with the versatility of a bread roll. Available in a convenient two-pack, the format is aimed at smaller households and shoppers seeking café- style experiences at home. The launch comes as consumers


continue to move away from traditional sliced bread in favour of more premium bakery options. Suitable for both sweet


new shoppers and drive category value. Gill Riley, Global VP


Marketing at St Pierre Groupe, said bakery occasions continue to drive growth across the category, with consumers looking for


products that make


everyday meals feel more special. She said the new format combines indulgence, quality and convenience while bringing innovation to the bakery fixture.


and savoury fillings, the rolls are designed to encourage shoppers to trade up from everyday bakery staples. Consumer research commissioned by


the brand found the product achieved 75% appeal, 79% for uniqueness, and 79% for brand fit, highlighting its potential to attract


New York Bakery donates more than two million bagels to Magic Breakfast


New York Bakery has donated more than two million bagels to charity Magic Breakfast since 2021, supporting its mission to provide nutritious breakfasts to children and young people across the UK. The latest milestone


includes 419,100 bagels donated during 2025/26, bringing the total to 2,029,863 bagels. The partnership reflects the brand’s ongoing commitment to tackling breakfast hunger and supporting children’s wellbeing and learning. Claire Kong, Marketing Director at


New York Bakery, said reaching the two million mark demonstrates the positive role brands can play in supporting communities. She added that, as a breakfast-focused brand, New York Bakery is committed to using its scale


The launch forms part of St Pierre’s wider breakfast, brunch and lunch strategy for 2026, following the introduction of its Croissant Loaf earlier this year. Together, the products expand the brand’s continental bakery range and reinforce its focus on premium, versatile formats.


Walkers Sensations expands Thai Sweet Chilli range


Walkers Sensations has expanded its bestselling Thai Sweet Chilli range with two new products: Thai Sweet Chilli Poppadoms and Thai Sweet Chilli Wavy Cut crisps. The launches coincide with a refreshed brand identity featuring updated packaging, a new Walkers logo and vibrant ingredient imagery. Building on the success of its flagship


Thai Sweet Chilli flavour, the new additions aim to offer shoppers more ways to enjoy the brand while helping retailers drive growth in the premium sharing category. The new Wavy Cut format introduces a crunchier texture, while the Poppadoms extend the popular flavour into another established range. Wayne


Newton,


responsibly and will continue backing Magic Breakfast’s work. Sabrina Sallis, Director of Fundraising


and Development at Magic Breakfast, welcomed the continued support, saying nutritious breakfasts help children arrive at school feeling settled, supported and ready to learn. She added that the charity’s aim is to ensure every child is “nourished, empowered, and thriving.”


8 • KENNEDY’S BAKERY PRODUCTION • JUNE/JULY 2026 Senior Marketing


Director at PepsiCo, said the launches build on the success of the brand’s most iconic flavour and deliver a modern, premium look with stronger shelf appeal. Both products are available now across


grocery retailers with an RRP of £2.50, with the refreshed packaging rolling out across the full Walkers Sensations range by the end of 2026.


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