The Belgium-founded chain has partnered with Taste Shakers to bring its range of organic breads, brioche, viennoiserie and breakfast spreads that it already retails at its 15 UK restaurant bakeries to supermarket shelves.
Taste Shakers - which is a joint venture between retail expert Category Wins and PR and marketing agency William Murray - will help Le Pain Quotidien prepare for expansion and prioritise and streamline supply for key product lines before partnering to manage and grow supermarket business following launch.
The news follows Pret A Manager’s move into retail last year, with the sandwich giant now selling a range of its products in major supermarkets including Tesco, Sainsbury’s and Waitrose.
Both Pret A Manager and Le Pain Quotidien have been hit hard by the pandemic and the subsequent rise in people working from home, with the latter having fallen into administration in the middle of 2020.
Founded in Brussels by Alain Coumont in 1990, Le Pain Quotidien has gone on to open in over 20 different countries largely by way of a franchise model.
“With Le Pain Quotidien’s established brand, high street presence and delicious premium baked goods, we’re confident we can help bring their products to UK shoppers, boosting brand recognition while generating new revenue streams for their business,” says Taste Shakers co-founder David Marston.
Le Pain Quotidien UK managing director Frederic Lluch said that the time is right to capitalise on the brand’s loyal following and bring its products to a wider audience.
“We’re delighted to be taking this step with Taste Shaker,” he says. “They have expert knowledge and established networks in the retail industry, which will be invaluable. They also bring with them a passion and enthusiasm for our products and our brand.”
