Bel UK is set to launch a “smoother” variant of its Boursin cheese in an effort to expand the brand’s appeal beyond formal dining cheese boards.
Its new Velvety Garlic & Herbs flavoured soft cheese delivered the same taste of Boursin’s original Garlic & Herbs spread but with a “smooth and creamy texture”, it said.
In a bid to take its brand into less formal snacking occasions than the original Boursin, the brand developed Velvety to be used as a dip or spread in casual snacking, it said.
The new product is set to go on sale in Waitrose from 10 October (rsp: £2.20/125g) in a tub designed to keep the product fresh for up to seven days after opening.
It came in response to insight suggesting consumers were looking to upgrade to premium products for everyday occasions, while Boursin also has eyes on enticing younger consumers, who drove a 19% value increase in the chilled dips category in 2017 [Kantar Worldpanel 52 w/e 31 December 2017].
“With 81% of consumers agreeing that Boursin Velvety offers something completely different to what currently exists on the market, this exciting new addition to the Bel portfolio is set to drive incremental value in to the category through both penetration and premium price,” said senior brand manager Alix Motard.
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