SAN FRANCISCO — La Boulangerie, which has six retail bakery locations in the Bay Area, has launched a new line of products in select Costco stores in the region. The new products include Super Soft Brioche Loaf, Super Soft Brioche Buns, Super Soft Brioche Hot Dog Buns and Super Flaky Croissant Buns.
“For over 20 years, we have been making and baking for our friends, family and neighborhoods in the San Francisco Bay Area,” La Boulangerie said. “It has been quite a humbling, rewarding journey, and at times, a wild ride. Through it all, we’ve remained committed to our founding mission to bring delicious, wholesome, all-natural and affordable foods to as many people as possible. This launch of our C.P.G. line is a direct extension of this mission, an exciting new way we’re bringing a little slice of France to people everywhere.”
La Boulangerie described the new baked foods as “four of our all-time favorites.”
“While they may be ‘new’ to many of you, we like to think of them as old friends,” the company said. “They are absolutely delicious, made with cage free eggs, non-G.M.O. ingredients, no trans fats and no artificial preservatives.”
The company said the roll-out is “just the beginning,” with plans for “many more delicious baked goods and savory snacks for your grocery store on the way."
Pascal Rigo reopened a handful of La Boulange retail bakeries last fall under the La Boulangerie de San Francisco name. Mr. Rigo opened the first La Boulange location in San Francisco in 1999 and joined Starbucks as part of its $100 million 2012 acquisition of La Boulange from a management and investment group. At the time, La Boulange was operating 19 retail locations in the Bay Area. In June 2015 Starbucks said it was closing the bakeries (the number had grown to 23) as well as two manufacturing plants. Mr. Rigo left Starbucks at the time.
During 2016, Mr. Rigo turned a handful of former La Boulange locations into La Boulangerie de San Francisco. The bakery cafes offer baked foods, sandwiches and salads as well as beverages.
According to a story in Eater San Francisco last fall, La Boulangerie began selling its baked foods in Trader Joe’s under store brands, making the products in a 40,000-square-foot facility it reopened in South San Francisco.
