St Pierre Launches Spicy Brioche Buns for Grilling Season

The days of the boring burger bun are likely numbered. While home cooks have spent years obsessing over custom meat blends and savory artisanal cheeses, the bread typically remains an afterthought.

St Pierre is changing things up.

Starting May 11, the brand will launch Spicy Brioche Burger Buns nationwide. The move targets the recent swicy (sweet and spicy) trend that has dominated restaurant menus and grocery aisles. Instead of adding a drizzle of hot honey or a splash of buffalo sauce to bring flavor to the sandwich, the heat is now baked directly into the dough.

For the average home cook, the new launch is a play for convenience. Burgers usually are topped with condiments to achieve a rich flavor profile. By integrating the spices into the buttery, golden crumb of a traditional brioche, the brand allows consumers to pre-season the sandwich.

To read more, please visit Parade.