In Focus

Pret continues bet on at-home market with first grocery food range

This is the chain’s latest move to offset losses experienced by city centre locations.

Continuing its bet on the at-home market, Pret A Manger said its croissants will be available to buy from around 700 Tesco stores across the UK, marking the launch of its first ever grocery food range.

The range is in stores from 15 March, consisting of three different flavours: Classic All Butter, Chocolate Filled and Vegan - which is also the first frozen, bake-at-home vegan croissant available at Tesco.

In partnership with All About Food, Pret says the move builds on the chain’s expansion into consumer-packaged goods as part of the business’ transformation plan, and follows its coffee-at-home range launched last summer which is now available at Amazon, Ocado, Waitrose and Sainsbury’s.

“With millions sold yearly, we know how much our customers love our croissants which is why I’m thrilled that we have been able to launch our new frozen range. Featuring three of our bestselling flavours, our teams have worked hard to ensure customers can get the same freshly baked taste they get in our shops, at home,” Pret A Manger UK managing director Clare Clough said in a media release.

A spokesperson for Pret told QSR Media that the chain is constantly reviewing opportunities that could see Pret in more supermarkets across the UK.

“After the success of our coffee-at-home range launched last summer, we decided to explore expanding our consumer-packaged goods range. Given our croissants are one of our most popular breakfast items, we wanted to find a way for people to enjoy from the comfort of their own home, all across the country,” the spokesperson said. 

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