Bakery-café chain Paris Baguette has announced its spring seasonal menu, anchored by an expanded "Made with Nutella" product collection. The limited-time offering (LTO) strategy utilises a recognisable global brand partnership to drive seasonal foot traffic, supplemented by targeted holiday releases for St. Patrick's Day and a line of nostalgia-driven items.
Expanding the Nutella Brand Partnership
The core of the spring menu is the "Made with Nutella" collection, which integrates the prominent cocoa and hazelnut spread across both the bakery and beverage segments. The menu includes a mix of returning items and new product innovations designed to leverage the ingredient's broad consumer appeal.
Cathy Chavenet, Chief Marketing Officer at Paris Baguette North America, noted that the spring Nutella collection has historically been a significant driver of seasonal customer anticipation and engagement.
Key bakery items in the new collection include
Chocolate Hazelnut Cruffin A butter pastry filled with chocolate hazelnut cream and topped with Nutella.
Supreme Croissant A filled pastry featuring raspberry jam and a Nutella swirl.
Belgian Waffle A traditional Liège-style waffle topped with fresh strawberries and Nutella.
Raspberry Jam Tart A custard-baked tart layered with raspberry preserves and Nutella.
Chocolate Hazelnut Layer Cake A vanilla sponge cake featuring layers of Nutella and chocolate hazelnut soft cream.
The brand has also expanded the partnership into its beverage program with three integrated options: a blended Frappe, a hot or iced Latte, and a Sweet Cream Cold Brew, all featuring Nutella as a core flavouring component.
Premium Positioning for St. Patrick's Day
To capture holiday-specific sales around St. Patrick's Day, Paris Baguette has introduced a line of Irish Cream pastries and beverages. Instead of relying on traditional novelty colouring, the brand has opted for a premium positioning strategy.
The Irish Cream lineup features sophisticated flavour profiles and high-end visual finishes, including edible gold dusting. The LTOs include an Irish Cream Cruffin dipped in chocolate, an Irish Cream Chocolate Mousse Layer Cake with chocolate ganache crunch, and a specialised Irish Cream Latte.
Capitalising on Consumer Nostalgia Trends
Rounding out the seasonal strategy is a return to nostalgic flavour profiles. Paris Baguette is bringing back its "Milk & Cereal" doughnut line, which utilises fruit cereal to recreate familiar childhood flavour experiences.
The nostalgic lineup includes a Mochi Doughnut and a King Cream Doughnut, both iced in white chocolate and coated in crunchy fruit cereal. To drive cross-category purchasing, the brand has introduced a new blended Milk & Cereal Frappe to complement the returning bakery items.
