Brioche Pasquier takes Safeway expansion route

by Laurie Gorton
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The stores will carry Brioche Tressee, a sliced brioche loaf; Pain au Lait, small brioche milk rolls; and Pitch, small brioche rolls filled with chocolate or chocolate chips.

RICHMOND, CALIF. — More consumers now may purchase authentic French brioche produced by France’s leading brioche baker, Brioche Paquier. The family-owned company continued its expansion of brioche distribution to now include all 248 Safeway store locations in Northern California.

The stores will carry Brioche Tressee, a sliced brioche loaf; Pain au Lait, small brioche milk rolls; and Pitch, small brioche rolls filled with chocolate or chocolate chips. Brioche Pasquier products have a 14-day shelf life and are trans-fat free, preservative-free and made with non-bioengineered ingredients.

“We are excited to expand our presence in California, where we have already received such a warm welcome,” said Hugues Pasquier, grandson of company founder Gabriel Pasquier and U.S. brioche sales director for Brioche Pasquier. “We have found that Californians have a dedication to both good taste and nutrition, and we plan to continue our expansion throughout the U.S. in the next year and beyond.”

In 1936, Gabriel Pasquier started his family bakery in Les Cerqueux, a small village in France’s Loire Valley. His five sons expanded the bakery and in 1974, founded Brioche Pasquier, which quickly became the No. 1 brioche bakery in France. After experiencing success in the European and U.K. markets, Brioche Pasquier products were first introduced to the San Francisco Bay area following its 2012 acquisition of Northern California-based Galaxy Desserts, Richmond, Calif.

Brioche — bread enriched with butter and eggs — offers a soft, rich texture and is popular throughout Europe and enjoyed on a daily basis in France. It is made with Gabriel Pasquier’s traditional French recipes, innovative processes and the renowned Pasquier levain (starter).

In addition to all Northern California Safeway locations, Brioche Pasquier products may be found at select local grocers throughout California and the Pacific Northwest plus Sprouts Farmers Markets in 11 states (Arizona, California, Colorado, Nevada, New Mexico, Oklahoma, Texas, Utah, Kansas, Georgia and Tennessee).
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