St Pierre has added an All Butter Croissant Rolls to its UK range, launching the product exclusively through Tesco at an RRP of £2.30 for a two-pack.

The launch follows the brand's Croissant Loaf, introduced earlier in 2026 and forms part of a wider push into breakfast, brunch and lunch occasions. The format combines the laminated, flaky structure of a croissant with the practical dimensions of a roll, positioning it as a fillable, toppable option across sweet and savoury applications.

St Pierre says the product is designed to address shoppers moving away from standard sliced bread and towards what the brand describes as "bakery occasions", a segment it identifies as a growth driver for the category. The two-pack format is targeted at smaller households, with the brand citing consumer research showing 75 per cent appeal, 79 per cent uniqueness, and 79 per cent brand fit in pre-launch testing.

The company reports it is currently the fastest-growing croissants brand in the UK, and frames the Croissant Roll as an extension of its continental bakery positioning rather than a line extension of an existing SKU.

Gill Riley, Global VP Marketing at St Pierre Groupe, said the format was intended to attract new shoppers into the premium bakery fixture while giving retailers a route to higher basket spend:

"They combine the indulgence and quality associated with continental bakery, with the convenience and versatility shoppers are looking for."

St Pierre All Butter Croissant Rolls are available now in Tesco stores nationwide.