Now the barbecue season is in full swing, the company said Tesco planned to boost listings of its Drive Thru Classic Hot Dog Rolls from 127 to 371 UK stores and listings of its Drive Thru Original Burger Buns from 127 to 323 stores.
The launch into Tesco was the first permanent major multiple listing for the brand, which had previously offered successful seasonal festive ranges via the retailer.
“The pandemic has driven huge shifts in consumer attitudes to all things, but especially food," said Chris McLaughlin, commercial director at St Pierre Groupe, which owns Baker Street.
Demand for the at-home 'fakeaway'
"A combination of anxious consumers retreating to comfort foods and familiar classics, and the closure of the UK’s restaurants has driven demand for the at-home ‘fakeaway’ – and that’s even more pertinent during barbecue season. Whilst the world might be opening up again, these trends are still impacting shopper behaviour.
“We worked closely with Tesco to develop the proposition and that collaborative approach has paid off, both with sales and the resulting distribution increase, through the peak summer months.”
Baker Street said it had grown 30% year-on-year and was celebrating five consecutive years of double-digit growth. Alongside its quality proposition, the business maintained that the extended-life offer helped strengthen its appeal.
'Forecasting a challenge'
“We know, from conversations with our retail partners that forecasting during the great British summer is a challenge every year. Add to that the uncertainty that played a part with COVID in summer 2020 and the feedback from the trade when it came to forecasting was ‘we know we’ll get it wrong, it’s just how much we get it wrong by’.
“Baker Street’s extended life products - whether it’s sliced bread, burger buns or hot dog rolls - ensure on-shelf availability, reduce the risk of wastage and offer a quality product that’s always there for the consumer."