Bel UK has announced the launch of Boursin Plant-Based.
The new variant is designed to play into shopper desire for “the same indulgent taste and texture experience of dairy Boursin Garlic & Herbs” for those following a vegan diet and flexitarians.
Boursin Plant-Based (rsp: £2.99/150g) includes garlic, parsley and chives and is a “perfect smooth alternative” to cheese to add a “little luxury” to vegan selections.
It is predominately made from water, coconut oil and potato starch.
Bel said the launch was anticipated to persuade the 58% of shoppers who rarely, or never, buy plant-based alternatives to cheese, as well as active flexitarian shoppers, to give it a try.
“We’ve worked to ensure the flavour, texture and packaging of new Boursin Plant-Based aligns with all the key purchase drivers that our shoppers expect from dairy Boursin,” said Anna Petsi, senior brand manager at Boursin. “Consumers tell us they really love the taste and texture.”
Petsi added that packaging design changes have ensured strong on-shelf visibility and standout.
The brand said it can be enjoyed in various ways, such as an indulgent addition to a creamy pasta sauce, as part of a plant-based cheeseboard, spread on a bagel or as a dip with crudites.
“With global plant based sales expected to reach more than £120bn by 2030, more and more shoppers are looking for great-tasting plant-based products that they perceive are as good as their dairy equivalents, while also being better for the planet and better for them,” said Petsi.
Bel is partnering with online recipe team Bosh to create a series of recipes to appeal to vegans and non-vegans.
The new SKU adds to Bel’s growing plant-based portfolio including plant-based Babybel which launched at the start of 2021, plant-based laughing cow which launched in November of last year, and its Nuurish brand.
Boursin Plant-Based launches from 18 November.
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