St Pierre 'on the go' waffles
St Pierre is extending its successful ‘on-the-go’ range with the launch of the new individually-wrapped millionaires waffle.
The St Pierre millionaires waffle is topped with caramel and is coated in Belgian chocolate.
The Millionaires Waffle is available in selected WHSmith travel stores and is due to launch in a leading UK supermarket later this year, the company revealed.
St Pierre said that the food-to-go sector continues to move at a rapid pace, and is predicted to reach £23.4 billion in 2024, a 26% increase on 2019, which is double the 13% growth of the wider UK food and retail grocery market over the same period, according to IGD figures.
St Pierre’s ‘on-the-go’ range is outperforming this with year-on-year sales growth of 150%.
Jeremy Gilboy, Founder, St Pierre Groupe commented: “The new Millionaires Waffle adds a new dimension to the already popular St Pierre ‘On-the-Go’ range, which we have seen grow significantly since its launch in 2018. As a trailblazing brand, our creative team have developed a product that not only tastes delicious but taps into a number of consumer trends, whilst offering simple indulgence on-the-go.”