Lactalis announces Président Extra Creamy Brie – the ultimate french cheese experience

Leading global dairy company, Lactalis UK & Ireland, has announced the launch of a new premium brie from Président – the #1 French continental cheese brand and #1 branded brie[1] following a successful initial trial in Ocado, with 14% of product sales being incremental to the category[2]. Président Extra Creamy Brie boasts a distinctive extra deep, oval shape, and is made from a special recipe that is perfectly creamy when cold and even creamier baked.

Président Extra Creamy Brie is set to appeal to consumers looking for an authentic French Brie with an indulgent creamy texture. With a mild and creamy taste, Président Extra Creamy Brie is highly versatile and can be enjoyed both hot and cold – but with special melting properties and extra depth, the cheese is best enjoyed hot. Its launch follows consumer research, which found that brie shoppers are willing to pay extra for brie made in France (49%) and extra creamy brie (48%).[3]

Héloïse Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, says: ‘’Our latest launch for the Président brand taps into new usage occasions and has already been proven to  drive frequency of purchase, and incremental sales, with its versatility in hot and cold dishes. We are especially proud of this recipe that melts perfectly for an extra-creamy indulgence when baked. Président Extra Creamy Brie will also appeal to consumers looking for everyday pleasures amidst ongoing cost pressures. With more people opting for ‘’big nights in’’ and indulging in cheese[4], Président Extra Creamy Brie offers an affordable yet luxurious option for at home consumption with friends and family.”

Président is performing well in the wider cheese market and is growing +12% in value year on year[5]. This success can be attributed to its strong awareness (No.1 in brie[6]), as well as its high quality, French provenance and unparalleled taste.

Président Extra Creamy Brie is available now from Ocado, with an RRP of £2.95.

[1] IRI 52 w/e 30 December 2023

[2] Beet, 06/11/2023-25/02/2024

[3] Toluna research, November 2023

[4] CGA New industry Report, 2023

[5] IRI 52 w/e 27 Jan 2024

[6] Kantar Brand Health Tracker, December 2023

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