A Camembert cheese that is fully matured from the day it is made is being launched in the UK under the Prudent brand by Lactalis.
UK MD Andrew Smith said the cheese was made using exclusive technology, which is being kept firmly under wraps.
The process does not affect the taste, aroma, strength or shelf life of the Camembert.
But it does mean that even if the cheese is consumed soon after it is made, it will not have the hard core of an immature Camembert. Instead, said Smith, it would be nice and runny from day one.
Smith said that in France, the product added 40 tonnes a week to the Camembert market without cannibalising existing sales. Although Camembert is a niche product in the UK, Smith said connoisseurs would appreciate the development which he planned to communicate to consumers through tastings.
The cheese  which is likely to be branded as Camembert de Caract will probably retail for £1.69 which represents a 30p premium on conventional Camembert.
"This is great for us and I think it will grow the overall Camembert market," said Smith.
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UK MD Andrew Smith said the cheese was made using exclusive technology, which is being kept firmly under wraps.
The process does not affect the taste, aroma, strength or shelf life of the Camembert.
But it does mean that even if the cheese is consumed soon after it is made, it will not have the hard core of an immature Camembert. Instead, said Smith, it would be nice and runny from day one.
Smith said that in France, the product added 40 tonnes a week to the Camembert market without cannibalising existing sales. Although Camembert is a niche product in the UK, Smith said connoisseurs would appreciate the development which he planned to communicate to consumers through tastings.
The cheese  which is likely to be branded as Camembert de Caract will probably retail for £1.69 which represents a 30p premium on conventional Camembert.
"This is great for us and I think it will grow the overall Camembert market," said Smith.
{{MARKETING }}
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