Manchester based Carrs Foods International has won the British Baker’s Customer Focus Award 2016 for their work in successfully launching the St Pierre brand in the United States of America.
Working in partnership with US importer KLT Global and Lipari Foods, Carrs gained nationwide distribution in more than 10,000 stores in less than 2 years with their range of authentic French & Belgian brioche, crepes and waffles.
When launching in 2014, Carrs were introducing US retailers and consumers to products that had not previously been available in mainstream US outlets – this created a challenge to educate both them and the sales force on the key attributes and usage of the products. Working closely with KLT, Carrs developed a range of marketing materials to explain the products, their wide and varied usage and their authentic French & Belgian provenance.
Additionally Carrs worked with KLT to develop a range of product display racks and supporting POS that have been instrumental in gaining listings from mid-size chains to smaller independent retailers.
Speaking at the awards Jeremy Gilboy, Managing Director of Carrs Foods said ‘We are delighted with our success in the United States and that our products have been so well received by consumers and retailers alike. Every day we receive emails from consumers explaining how much they enjoy the products and thank us for introducing them to brioche.’
Carrs are continuing to expand their range in the United States and expect the brand to be worth +$20m (USD) by the end of 2016. The St Pierre range is also sold in the UK, Ireland and other international territories.