Pret launches first grocery range in Tesco

Pret is expanding into packaged goods as part of its transformation plan and move away from its store-first strategy.

PretFans of Pret A Manger’s croissants can now stock up on them at home as the brand launches its first supermarket range in Tesco.

The move is the latest signal of Pret’s intentions to expand further into consumer-packaged goods. It follows the launch last year of its own-brand coffee beans, sold via Amazon and Ocado and at Waitrose and Sainsbury’s.

Pret outlined its intention to shift away from being a “shops first brand” earlier this month. The brand is on the hunt for a new global creative agency to aid its “ongoing transformation programme” and wider transition to a post-lockdown world.

Pret claims to sell millions of croissants each year, but with lockdown putting the brakes on consumers spend out of home, the brand has been exploring different ways to extend its offer. The pack of six frozen croissants can be baked in 30 minutes at home.

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“We’re delighted to be partnering with Tesco for Pret’s first-ever supermarket food range, marking an important moment in our journey to bring Pret to more people,” says Pret’s UK managing director Clare Clough.

The croissants can be cooked from frozen at home, and Clough says the brand has “worked hard” on the development of the product to ensure the freshly baked taste is replicated.

The frozen croissants are available in three varieties – classic all butter, chocolate filled and vegan – and come in packs of six.

The range will be available from around 700 Tesco stores nationwide.

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