St Pierre Groupe
| Subsidiary | |
| ISIN | 🆔 |
| Industry | Bakery |
| Founded 📆 | 1986 |
| Founder 👔 | Paul Baker |
| Headquarters 🏙️ | Tower Business Park, Kingston House, Wilmslow Road, Didsbury, Manchester, M20 2LX, Manchester , United Kingdom |
Number of locations |
|
Area served 🗺️ | United Kingdom, United States, Ireland, Gulf Cooperation Council, Iceland, Malta, Spain, Puerto Rico |
| Products 📟 | Packaged bakery products |
| Members | |
Number of employees | ~80 (2021)[1] |
| Parent | Grupo Bimbo (since 2022) |
| 🌐 Website | Official website |
| 📇 Address | |
| 📞 telephone | |
St Pierre Groupe is a British based bakery company that owns both "St Pierre" and "Baker Street" brands. The group was acquired by Grupo Bimbo in October 2022 as part of the Mexican bakery group’s global portfolio.[2] St Pierre Groupe is selling packaged bakery products primarily in the United Kingdom and the United States, with distribution reported in other markets including Spain and the United Arab Emirates.[2]
History
Origins as Carr’s Foods (1986–2002)
The business started trading as "Carr’s Foods" in 1986, supplying private-label baked goods to UK supermarkets.[3] In 1987, the company began supplying Tesco and became five years later a subsidiary of the French bakery group Harry’s.[4]
In 1997, future owner Jeremy Gilboy joined Carr’s Foods as finance and operations manager to be promoted later finance and operations director. Paul Baker, future co-owner, joined as technical manager in 2002 and was appointed technical director in 2004.[5]
In 2002, Carr’s Foods launched the Baker Street brand to extend their range to longer-life loaves, buns and rolls category.[6]
Development of the St Pierre brand (2003–2018)
In 2004, Gilboy and Baker completed a management buy-out of Carr’s Foods and shifted the business away from private-label goods towards branded bakery products.[7] During the 2008 global financial crisis, the company was affected by commodity price increases and currency fluctuations. Baker later described the period as “nearly fatal” because of the pound-euro exchange rate.[8]
From 2011, the company began exporting to Australia, before focusing on the United States in 2012.[9] According to later accounts, Baker travelled across the United States in an orange Dodge Challenger; an early promotional initiative to introduce the St Pierre brand to American retailers.[9] The first US launch followed in 2014, with St Pierre products gaining listings with independent retailers in the Midwest and later expanding to national distribution by 2017.[2]
Between 2017 and 2018, the group sales grew from £49 million to £69 million, reflecting international expansion of both brands.[10]
Rebranding as St Pierre Groupe (2019–2021)
In 2019 Carr’s Foods was renamed St Pierre Groupe, aligning the corporate name with its leading brand.[11] In the same year, the company secured growth capital from BGF and support from Lloyds Bank, which were used to fund international expansion and strengthen distribution in the United States.[12] BGF has described St Pierre Groupe as one of the UK’s fastest-growing value-added bakery businesses at the time.[13]
Also in 2019, St Pierre Groupe received The Queen’s Award for Enterprise in the International Trade category.[14]
In 2020, the company won the Exporter of the Year category at The Grocer Gold Awards[15] and appeared for the fifth consecutive year in The Sunday Times International Track 200.[16] The business relocated in the same year to new headquarters in Didsbury, Manchester.[17]
In April 2021, David Milner, former chief executive of Tyrrells and Lily’s Kitchen, was appointed chief executive officer of St Pierre Groupe to lead its international growth strategy with a particular focus on the US market.[18] The same year the company opened a US office in Cincinnati, Ohio and was ranked 41st in The Sunday Times BDO Profit Track 100 list of fast-growing firms.[19]
Acquisition by Grupo Bimbo and recent developments (2022–present)
Grupo Bimbo acquired St Pierre Groupe in October 2022, following several years of growth in the US market. The deal was reported to be worth more than £300 million.[20][2] In December of the same year, David Wagstaff was appointed managing director.[21]
In December 2023, Sarah Boddy was named managing director, succeeding Wagstaff.[22]
In 2024, the St Pierre brand launched in Spain and made its first UK television advertising with the “Eat Avec Respect” campaign.[23] The campaign returned with an extended run in 2025.[24]
St Pierre Groupe previously marketed a Paul Hollywood-branded part-baked range of products, which was discontinued in the mid-2020's.[25]
Brands
St Pierre
"St Pierre" is the group’s flagship brand. Trade publications describe it as specialising in brioche and other European-style bakery products (including croissants, crêpes and waffles) sold through both retail and foodservice channels in the UK and US markets.[26]
The brand has expanded distribution across multiple US retailers. From March 2023, listings at Walmart included sliced brioche loaf variants in around 2,200 stores and waffles in more than 4,000 stores.[27] St Pierre also launched in Costco in 2021 in selected warehouses in California.[28]
Baker Street
"Baker Street" is a longer-life packaged bakery brand with sliced loaves, burger buns, hot dog rolls and specialist breads. Trade coverage has highlighted the brand’s focus on products with an extended ambient shelf life.[29]
In 2018, Carrs Foods invested about £500,000 in a relaunch of "Baker Street", introducing new packaging and updated branding developed by Brandon Consultants and The Brand Nursery.[30] In 2020, the brand was reported to have grown by 34 per cent year-on-year to May, following three years of double-digit growth.[31] By the first quarter of 2023, Baker Street reported 78 per cent growth, attributed to an extended range and increased distribution with major UK retailers.[32]
In 2025, Baker Street secured a national listing with Sainsbury's in 230 stores.[33]
Operations
St Pierre Groupe is headquartered in Didsbury, South Manchester, with a US office in Horsham, Pennsylvania. In 2021, the company reported UK turnover exceeding £100 million and a workforce of about 80 people.[34] The business sells products in the UK and US, with distribution also reported in Ireland, the GCC region, Iceland, Malta, Spain and Puerto Rico.[2]
Since 2022, St Pierre Groupe has been a wholly owned subsidiary of Grupo Bimbo.[2]
Marketing
In June 2024, the brand ran its first UK television campaign, titled “Eat Avec Respect”, across broadcast, social and digital media.[23] The campaign returned in April 2025 with refreshed creative and an extended schedule.[24]
Awards and recognition
- The Queen’s Award for Enterprise – International Trade (2019)[14]
- The Grocer Gold Awards – Exporter of the Year (2020)[15]
- The Sunday Times International Track 200 (multiple years)[16]
- The Sunday Times Fast Track 100 (2021)[19]
- Prolific North Champions Awards – Best In-House Team and International Reach (2022)[35]
Corporate timeline (selected)
- 1986 – Company begins trading as Carr’s Foods, supplying private-label bakery in the UK.[3]
- 1987–1992 – Starts supplying Tesco and later becomes a subsidiary of Harry’s bakery group.[36]
- 2002 – Baker Street brand launches in the UK long-life bakery segment.[6]
- 2004 – Management buy-out led by Jeremy Gilboy and Paul Baker; company focus moves towards branded bakery.[37]
- 2011–2012 – International expansion begins, with exports to Australia and a strategic focus on the United States.[9]
- 2014 – St Pierre products launch in the United States; distribution later extends to national listings.[2]
- 2018 – Baker Street brand relaunch with new identity and packaging.[30]
- 2019 – Carr’s Foods rebrands as St Pierre Groupe, secures BGF investment and receives the Queen’s Award for Enterprise (International Trade).[11][13][14]
- 2020 – Wins Exporter of the Year at The Grocer Gold Awards.[15]
- 2021 – David Milner appointed CEO; first US office opens in Cincinnati, Ohio; company appears in The Sunday Times BDO Profit Track 100.[18][19]
- 2021 – St Pierre products launch with Costco in the United States.[28]
- 2022 – Grupo Bimbo acquires St Pierre Groupe; David Wagstaff becomes managing director.[20][21]
- 2023 – St Pierre expands its range at Walmart in the US; Sarah Boddy appointed managing director.[27][22]
- 2024–2025 – “Eat Avec Respect” television campaign runs in the UK and the St Pierre brand launches in Spain.[23][24]
- 2025 – Baker Street secures national Sainsbury’s listing for rye bread.[33]
External links
References
- ↑ Bamford, Vince. "St Pierre Groupe UK turnover breaks £100m barrier". British Baker. Retrieved 2025-12-05.
- ↑ 2.0 2.1 2.2 2.3 2.4 2.5 2.6 "Bimbo acquires St Pierre Groupe | Baking Business". Baking Business. Retrieved 2025-12-05.
- ↑ 3.0 3.1 Hyslop, Gill (2017-06-18). "British bakery business Carr's Foods among top 10 fastest international sales growers". BakeryAndSnacks.com. Retrieved 2025-12-05.
- ↑ "Grant Thornton advises Carrs Foods". Grant Thornton UK. Retrieved 2025-12-05.
- ↑ Greer, Stuart (2018-02-19). "Carrs find the recipe for American dream team". Manchester Evening News. Retrieved 2025-12-05.
- ↑ 6.0 6.1 Selwood, Daniel. "Carrs Foods revamps Baker Street range of wrapped bread". The Grocer. Retrieved 2025-12-05.
- ↑ "Grant Thornton advises Carrs Foods". Grant Thornton UK. Retrieved 2025-12-05.
- ↑ ""Great taste, less waste!" – The rise and rise of St Pierre Groupe | Asian Trader". Asian Trader. Retrieved 2025-12-05.
- ↑ 9.0 9.1 9.2 "Paul Baker, St Pierre Groupe: "A textbook exit"". BGF. Retrieved 2025-12-05.
- ↑ Hodgson, Neil (2019-03-20). "Bakery giant targets further international growth after securing £6.7m funding". TheBusinessDesk.com. Retrieved 2025-12-05.
- ↑ 11.0 11.1 "Carrs Foods rebrands to St Pierre Groupe". Food and Drink Technology. Retrieved 2025-12-05.
- ↑ Barrie, Leonie (2019-03-21). "UK baker Carrs Foods becomes St Pierre Groupe, secures investment". Just Food. Retrieved 2025-12-05.
- ↑ 13.0 13.1 "St Pierre Groupe". BGF. Retrieved 2025-12-05.
- ↑ 14.0 14.1 14.2 Adesilu, Sheena. "St Pierre Groupe receives Queen's Award". British Baker. Retrieved 2025-12-05.
- ↑ 15.0 15.1 15.2 The Grocer. "The winners of The Grocer Gold Awards 2020". The Grocer. Retrieved 2025-12-05.
- ↑ 16.0 16.1 "St Pierre Groupe celebrates Scottish success". Scottish Local Retailer Magazine. Retrieved 2025-12-05.
- ↑ Whitear, Sam (2020-11-19). "Manchester bakery business named 'Exporter of the Year'". Business Manchester. Retrieved 2025-12-05.
- ↑ 18.0 18.1 "UK's St Pierre names David Milner as CEO to lead international growth". Food Business News. Retrieved 2025-12-05.
- ↑ 19.0 19.1 19.2 Hodgson, Neil (2021-04-09). "Region provides 13 new entrants in ranking of UK's top 100 fast-growth firms". TheBusinessDesk.com. Retrieved 2025-12-05.
- ↑ 20.0 20.1 Devlin, Ed. "St Pierre swallowed by world's biggest baker Grupo Bimbo". The Grocer. Retrieved 2025-12-05.
- ↑ 21.0 21.1 "St Pierre Groupe elevates Wagstaff to managing director". Baking Business. Retrieved 2025-12-05.
- ↑ 22.0 22.1 Dodds, William (2023-12-15). "St Pierre Groupe appoints new managing director". FoodManufacture.co.uk. Retrieved 2025-12-05.
- ↑ 23.0 23.1 23.2 McDade, Callum (2024-06-27). "St Pierre loafs it onto the small screen in campaign". Scottish Grocer & Convenience Retailer. Retrieved 2025-12-05.
- ↑ 24.0 24.1 24.2 "St Pierre returns to TV Screens". Grocery Trader. 2025-04-09. Retrieved 2025-12-05.
- ↑ "Carrs Foods launches Paul Hollywood ready-to-bake in Sainsbury's". Grocery Trader. Retrieved 2025-12-05.
- ↑ "St Pierre driving growth with a premium brand offering". Supermarket Perimeter. Retrieved 2025-12-05.
- ↑ 27.0 27.1 "St Pierre expands brand offerings at Walmart". Baking Business. Retrieved 2025-12-05.
- ↑ 28.0 28.1 "St Pierre launches with international retail giant, Costco". Snack Food & Wholesale Bakery. Retrieved 2025-12-05.
- ↑ "Baker Street – Long life is on the up". Grocery Trader. 2023-07-30. Retrieved 2025-12-05.
- ↑ 30.0 30.1 Hyslop, Gill (2018-05-11). "Carrs Foods gives Baker Street brand a £500k overhaul". BakeryAndSnacks.com. Retrieved 2025-12-05.
- ↑ "Baker Street grows 34% in 2020 after three years of double-digit growth". Bakery Business. 2020-06-17. Retrieved 2025-12-05.
- ↑ Riley, Dan. "St Pierre and Baker Street see strong growth for Q1". British Baker. Retrieved 2025-12-05.
- ↑ 33.0 33.1 "Baker Street secures national Sainsbury's listing for Seeded Rye Bread". Retail Times. 2025-06-27. Retrieved 2025-12-05.
- ↑ Bamford, Vince. "St Pierre Groupe UK turnover breaks £100m barrier". British Baker. Retrieved 2025-12-05.
- ↑ "The Prolific North Champions Awards 2022: The Winners". Prolific North. 2022-05-27. Retrieved 2025-12-05.
- ↑ "Grant Thornton advises Carrs Foods". Grant Thornton UK. Retrieved 2025-12-05.
- ↑ "Grant Thornton advises Carrs Foods". Grant Thornton UK. Retrieved 2025-12-05.
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