Corona Crisis | Pret A Manger, UK

Brand set to conquer supermarkets

Expandin into new markets: Sandwich brand Pret A Manger is looking to conquer the retail market with a three-strong range of frozen ready-to-bake croissants.
IMAGO / ZUMA Wire
Expandin into new markets: Sandwich brand Pret A Manger is looking to conquer the retail market with a three-strong range of frozen ready-to-bake croissants.

British sandwich brand Pret A Manger is launching its first food range for grocery retailers partnering with supermarket chain Tesco. In order to expand its market presence, the company owned by JAB Holding is planning new openings in suburbs - partly under its own management and partly as a franchise model - according to the British Sunday Times.

A new line of frozen croissants to bake at home has been available in around 700 Tesco stores from 15 March in three variants: classic with butter, with a chocolate filling and vegan. The move sees Pret expand further into the consumer packaged goods segment in addition to its coffee-at-home range - the latter having been launched last summer as part of a new digitally-led multi-channel strategy launch. It is now available through online retailers Amazon and Ocado, as well as at supermarkets Waitrose and Sainsbury's.

Multi-channel strategy for new target groups

The Pret a Manger food retail line was developed in partnership with foodservice developers All About Food. Commenting on the push, Clare Clough, UK managing director at Pret A Manger, says: "Millions of croissants sold every year show how much our customers love our croissants. That's why I'm thrilled we've been able to launch our new frozen range. With three of our best-selling flavours, our teams have worked hard to ensure customers can enjoy the same freshly baked taste they get in our stores at home." Clough welcomed the partnership with Tesco for the first Pret supermarket range - an important milestone on the brand's way to reach out to even more people, she said.

The group's transformation plan also includes the first coffee subscription offer in the UK. To this end, Pret has expanded its delivery and digital presence through partnerships with Deliveroo, Just Eat and UberEats, and launched a click-and-collect trial in selected stores. The brand also announced a new partnership with Moto to expand its presence in the highway service segment, and a new menu for dinners: Dinners by Pret. Clare Clough on the multi-channel strategy: "We really believe in the power of Pret as a national brand."
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