Elevate Your Breakfast with La Boulangère's New Selection All Butter Range


Bakery specialist, La Boulangère, is bringing traditional French cuisine to British breakfast tables with the launch of the only all-butter, long-life Croissants and Pains au Chocolate that are perfect for shoppers seeking convenience in enjoying French bakery and great value.

With budgets tighter than ever and shopping lists more considered, it’s never been more important for brands to demonstrate a superior experience, quality and reason to buy. Consumers want, and expect, high quality and accessible products, and La Boulangère is perfectly placed to entice spend within the bakery aisle; since 1969 it has been crafting delicious breads, brioche and pastries for all of the family to enjoy. 

Shopping data reveals that, within the Bakery category, shoppers are buying fewer products and smaller packs[1] with a clear shift to long-life products[2]. This is evident in the company’s progress, with the La Boulangère brand experiencing +34.1% growth year-on-year[3].

With its all-new, first to market range of delectable all-butter long-life Croissants and Pains au Chocolat, there is a clear opportunity to further build on this success. Made using only the best ingredients such as locally sourced French wheat, free range eggs and butter, the delicious delicate pastries are a pure explosion of taste for lovers of traditional French fair. Without compromising on the same great flavours customers already associate with short-life pastries, this new offering ensures retailers can enjoy better shelf life, that’s if it doesn’t fly straight out of store on arrival!    

“We’ve created this first-to-market range to add value to the category, utilising our French know-how and passion in baking to bring premium tier products that all can enjoy. We understand that quality and consistency are key when it comes to producing distinctive affordable pastry products that stand out in a competitive market, and we think there is a real opportunity to build on the current growth the Continental Morning Goods sector is experiencing, up +13.5% over the last year”.[4] 

“La Boulangère prides itself on producing high quality products with a clean and simple recipe, bringing differentiation within the market that drives shoppers to the aisle time and time again.” Explains Sophie Barnay, Marketing and Technical Director at La Boulangère UK.

La Boulangère Selection All Butter Croissants and All Butter Pains au Chocolat are available in both on-the-go and multi-pack formats, making them perfect for breakfast, snacks, meal deals and all occasions:

6 x 40g Croissants

6 x 50g Pains au Chocolat

Currently stocked in ASDA and Ocado, the range is available to all grocery outlets now. See Laboulangere-uk.com for more detail.


[1] Global Data,14th Sept 2022 Consumer Survey Snapshot: Attitudes and Behaviour in the UK

[2] Kantar WorldPanel 24 w/e 7th August 2022

[3] Kantar Total CMG, 16-Apr-23

[4] Kantar, Total CMG,16 April 2023, Total Stores

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